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MPC & Tom Tagholm Team Up for Anchor

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New spot created by CHI & Partners

MPC & Tom Tagholm Team Up for Anchor

 

A kitchen and all it witnesses is the focus of Anchor's new spot.  From the vantage point of the kitchen table, it is a heartwarming sweep that takes in the little moments over the years that make the kitchen the centre of our homes.  MPC and Tom Tagholm have teamed up once again on the spot, deepening their relationship after the award-winning ‘Meet the Superhumans’ campaign for Channel 4's 2012 Paralympics.
 
 
VFX Supervisor Michael Gregory said "Shooting the changing scenes around the table needed a bespoke approach, and a huge part of our job is thinking creatively to find solutions for our clients. We tested the scenarios in a range of settings, from MPC’s Skybar to Tom’s parent’s kitchen."  He went on to say; "Experimenting with the combination of different camera angles and lenses, as well as the speed of the camera, has helped to produce a beautifully crafted piece." The team pre-vised the kitchen layout in 3D, enabling the art department to build it to the right specifications. This was fundamental in allowing Tom the freedom to shoot the script. 
 
VFX detail…
 
The spot takes us through the decades, starting with the 70’s and moving through to present day.  Precise attention to detail was required to ensure that all aspects of the footage matched the era. From the 70’s ‘mum jeans’ to the 80’s clock on the wall and the retro cutlery - everything was coordinated precisely. This attention to detail was also required in the changing backgrounds, namely the garden. Michael and the team shot a range of garden areas; "We shot the same location at different times of day so we had real lighting changes. Then we painted up different seasons and changes in time, so we had a full range of environments from all the seasons over a period of years". Michael explained. 
 
The grade, completed by Jean-Clement Soret was also notably important. “There is a fine line in such a dense spot about how to make it look interesting without complicating the visual aspect. The art of colour grading can be experimental sometimes. The challenge on Anchor was to give a vibrant, warm, alive and natural image helping the sense of time passing with subtle period looks. The use of film emulation tools was a great part of the process." Jean-Clement said.
 
Credits
 
Agency: CHI & Partners
Executive Creative Director: Jon Burley
Creative Directors: Micky Tudor and Jim Bolton
Agency Producer: Nicola Ridley
Assistant Producer: Adam Henderson
 
Production Company: Blink
Director: Tom Tagholm
 
Editing: Tim Hardy @ Stitch
 
VFX: MPC
VFX Producer: Paul Branch and Tim Phillips
VFX Supervisor: Michael Gregory
VFX Team: Callum Strachan, Hugo Saunders, Vivek R, Byron Woofinden
 
Grade: MPC
Colourist: Jean-Clement Soret
 
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Genres: People

Categories: Food, Dairy

MPC London, Fri, 22 Feb 2013 12:16:18 GMT