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MPC Creates an Epic Fantasy World in Fable-Inspired Spot for BMW

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GS&P introduces the tale of 'Ol’ McLanden' in film directed by MJZ's Dante Ariola

MPC Creates an Epic Fantasy World in Fable-Inspired Spot for BMW

BMW launched its new campaign 'Legend', showcasing their new X7 model in a blockbuster-style film that draws inspiration from children’s storybooks. The film, directed by MJZ’s Dante Ariola with visual effects by creative studio MPC, turns the brand’s X7 model into the hero of the story.

In the action-packed spot, the car and its driver Ol’ McLanden become the 'warrior knight', going into battle against a series of imaginative archetypes drawn from real-world driving obstacles on its journey home. MPC worked closely with GS&P and Ariola throughout the entire process to create the cinematic-level of effects.

MPC’s role was integral in helping Ariola and GS&P achieve their vision of creating a truly epic world. “For this type of large-scale fantastical film, the visual effects were vital in bringing the weird and wonderful characters such as Roy the Destroyer, Poseidon and the fiendish lawyer to life in a range of stylised and quick-changing landscapes such as the Razorback bridge,” explains Michael Gregory, creative director at MPC.

“We massively extended the environments that we shot in to give it huge scope. We had a lot of artistic license to go big. We didn’t need to stick to any rules which made it a lot of fun. Early on, when Dick Tracy, Burton and Gilliam references were discussed, we knew it was going to be special,” Gregory added.

There were a lot of huge and very different VFX techniques used for 10-second vignettes: the crashing waves which were summoned by Poseidon, Roy the Destroyer bringing down the city, the dramatic bridge collapse and the fleet of mystical birds chasing the car through the streets.

“The 18-foot giant Roy was particularly challenging to shoot but using Leica Scanning on the tech scout meant we could pre-vis the shots and mark out the camera position and angles based on the real location. This technique proved invaluable to make sure his green screen plate was correct,” said Gregory.

VFX supervisor Dan Seddon and Gregory attended the shoot in South Africa: “We contributed in every way we could,” explains Seddon. “Dante was very collaborative and open to our creative suggestions when we were on set and even in the pre-production stages. He and the agency both had a very clear vision for the campaign, and as it was such a heavy visual effects job, it was important that everyone was on the same page from the outset.”

Michael added: “The creative concept has remained true from the beginning, which really is a testament to the level of trust between all of us.”

This is the second campaign that MPC has worked with Ariola on – they recently teamed up on the Super Bowl spot for Michelob Ultra titled 'Robots'. It also marks a continued relationship between MPC, the agency and the brand. MPC’s Mark Gethin, who graded the campaign, has also graded BMW’s previous campaign 'Relativity'.

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Advertiser: BMW

Communications Manager: Wolfgang Gross

Marketing Manager: Lisa Judge

Vice President Marketing: Trudy Hardy

Post Production / VFX

CG Artist: Srikar Balakrishnan, D. Venkatesan, Carl Edlund, Sashdy Arvelo

CG Artists: Bhargavan SP, Prashanth Paramasivam, Andreu Lucio, Arnau Gilabert, Jinguang Huang, Andy Sheng, Nema Safvati

CG Lighting: Martino Madeddu, Sumit Kumar, Asher Stusek

CG Supervisor: Ryan McDougal, Tim Kafka, Josh Hatton, Nishanth Shrinivasa, Boyo Frederix

Colourist: Mark Gethin

Compositing: Rodrigo Jimenez, Guillaume Weiss, Alexander Kulikov, Dylan

Concept Artist: Jason Heinze, Abhilash A, Bala Krishnan R, Geetesh Tari Mohan Rao, Srinivas Achary, Silvia Bartoli, Sachin Sureshrao Dhapudkar

Creative Director: Michael Gregory

Executive Producer: Meghan Lang, Karen Anderson

Lead Compositing: Toya Drechsler

Line Producer: Chris Preston-Barnes Music

Post Production Company: MPC LA

Pre-Viz: Alex Moon

Producer: Rebecca Boorsma, Mireille Antoine

Senior VFX Producer: Christian Downes

Shoot Supervisor: Michael gregory, Dan Seddon

VFX Coordinator: Justin Rogers-CdeBaca


Assistant Mixer: Jeremy Nichols

Audio Mix: Lime

Audio Mixer: Rohan Young

Executive Producer: Susie Boyajan

Sound Company: Trinitite Inc.

Sound Engineer: Brian Emrich

Creative Agency

Account Director: Alissa Sheely

Account Management: Olivia Mullen

Account Managers: Rebecca Bell

Art Director: Stefan Copiz

Chairman: Jeff Goodby, Rich Silverstein

Comms Strategy Director: Dong Kim

Copywriter: Andrew Bancroft

Creative Agency: GS+P

Creative Director: Roger Baran

Director of Production: Tod Puckett

Director or Broadcast Traffic: Ruchele Eisenman

Executive Creative Director: Margaret Johnson

Executive Producer: Benton Roman

Group Account Directors: Theo Abel

Project Management: Kaitlyn Landers

Senior Brand Strategist: Mackenzie Beer

Senior Business Affairs Manager: Chrissy Shearer

Production Company

AD: John Lowe

Director: Dante Ariola

DOP: Kasper Tuxen

President: David Zander

Producer: Natalie Hill

Production Company: MJZ

Production Design: Nigel Phelps

Senior Executive Producer: Eriks Krumins


Composer: Philip Kay

Music Company: Woodwork Music

Producer: Andy Oskwarek & Sam Phillips


Edit Assistant: Theo Mercado

Edit Company: Work Editorial

Editor: Rich Orrick

Executive Producer: Marlo Baird Telecine

Producer: Jamie Lynn Perritt / Brandee Probasco

Genres: Comedy, Visual VFX, People, Action, Storytelling, Musical

Categories: Automotive, Cars

MPC LA, Fri, 15 Feb 2019 15:58:19 GMT