Tue, 23 Feb 2021 15:14:09 GMT
Culver-City based creative studio JAMM provided the CG and finishing visual elements for DoorDash’s first ever SuperBowl campaign “The Neighborhood.”
Created in partnership with The Martin Agency and directed by Academy Award-winner Michel Gondry of Partizan, ‘The Neighborhood’ – a high-energy TV, digital, and social campaign - stars actor and rapper Daveed Diggs and the Sesame Street Muppets.
The campaign features Sesame Workshop, the nonprofit behind Sesame Street, and puts community connection front and center. Debuting a re-imagining of the classic Sesame Street tune 'People in Your Neighborhood,' the creative stars Grammy and Tony Award-winning actor and rapper Daveed Diggs and beloved Sesame Street Muppets Big Bird, Cookie Monster, Grover, and Rosita. Together, they celebrate the local neighbours who provide the many offerings available through DoorDash – including items like ramen, milk, shampoo, birdseed, mango smoothies, paper towels, and, of course, cookies.
“DoorDash’s mission has always been to empower any business on Main Street to thrive online, and last year we meaningfully accelerated that mission as we extended our platform to offer more to your door–from food to convenience items, household supplies, health and wellness, and more," said Christopher Payne, chief operations officer at DoorDash. "What excites me about this campaign is that it tells the story of how we deliver all the best in your neighbourhood in an authentic and engaging way and supports Sesame Workshop. This marks the first time we’ve shifted our brand image from a food delivery logistics company to a multi-category marketplace in a meaningful way, while celebrating the local heroes that make up the fabric of our neighbourhoods."
Shot on location in New York over the span of four days, JAMM was tasked with dissecting the printed screens and geo-CG environments to breathe life into the printed sets. JAMM mixed the plates to ensure the Sesame Street Muppets popped off the screen with accuracy and punctuality.
“The process was very fluid,” explains VFX supervisor/lead compositor Glyn Tebbutt, a frequent collaborator of Michel Gondry for his commercial projects. “First, Michel worked closely with his production designer Maxwell Orgell to determine how he wanted it to look and feel. Since this campaign is very choreographed and performance-driven, about three weeks prior to the shoot we all began walking through the transitions to decide what was possible, then worked on setting those up.”
Additionally, JAMM incorporated elements including a CG train, and added a bit of animation magic to the sequence where Grover flies. Working on flame for compositing; Houdini, Maya and Redshift for the CG elements; and Nuke for roto, JAMM also completed plate work, clean-up and animation for the accompanying social teasers.
‘The Neighborhood’ showcases JAMM’s newest offering: colour grading. Colourist Adam Scott connected with the client via remote sessions to set the look. Then working on Baselight, Scott created a palette that stays true to the natural light and primary colour simplicity of Sesame Street, bringing a tinge of nostalgia to each frame.
“It was a wonderful collaboration between all parties,” Glyn remarks. “The Martin Agency has been fantastic; they fully embraced Michel’s process. We all agreed it didn’t need to be overly visual effect-y to sell its charm. With Sesame Street, it’s all about the musicality and spontaneity.”
Genres: Dialogue, People
Categories: Retail and Restaurants , Food delivery platformJAMM, Tue, 23 Feb 2021 15:14:09 GMT