Mon, 21 May 2018 02:33:01 GMT
Cutting Edge recently partnered with Y&R and Photoplay's Lance Kelleher to deliver a vibrant and playful campaign for Powerball.
The spot takes the viewer deep inside the 'The Power Ball', a party where Powerball winners from different walks of life meet and celebrate their win in their own unique way.
Collaborating closely with Kelleher, the Cutting Edge team provided a stunning colour grade and intriguing soundscape as well as a raft of seamless VFX sequences.
These included the addition of the ice sculpture, bullwhips, explosions, and mountain ranges - all designed to look as though they were captured in camera, as well as set extensions and clean ups.
Says Kelleher: "Right from the get-go I felt an enthusiasm and dedication to both Y&R and my collective vision, for what was an ambitious campaign. I say ambitious, as there were many obstacles that could have hampered that vision. From the genesis of the creative to the execution, Cutting Edge gave us no restrictions, but instead constructive, creative, solution based feedback and support."
Says Glenn Cone, VFX supervisor: "What a great idea, what a brilliant project. Working with Lance was a rare privilege."
Says Kelleher: "Glenn was on set. He was a calm and experienced problem solver. He went about getting what he knew we needed without any fuss or interruption to the main unit's heavy schedule. Believe me that is quite a skill.
"Steve Leacey led the compositing team like Cameron Smith leads the Storm/QLD footy teams... experience, tenacity, preciseness and a ton of creative flair. He's intuitive and damn quick too."
Colourist, Justin McDonald recalls his first conversation with Kelleher about the Powerball spot: "I was struck by Lance's passion for the project, and his understanding of the nature of colour in filmmaking made our collaboration seamless."
Says Kelleher: "Justin, Cutting Edge's Baselight Colourist was simply outstanding. Awesome to see an artist so on top of his game. There was a lot of complexity in the look and it took a fastidious, concentrated eye to give this film the look I was after."
Advertiser: The Lott
Post Production Company: Cutting Edge
Flame Artists: Steve Leacey, Glenn Cone, and Tim Schultz
Colourist: Justin McDonald
Executive Producer: Trelise Blade
Production Company: Photoplay
Director: Lance Kelleher
Producer: Emma Thompson
Sound: Mike Lange & Michael Thomas
Creative Agency: Y&R Brisbane
Producer: Ann Reilly
Executive Creative Director: Brendan Greaney
Creatives: Shaun Egan, Sam Boyd, Chelsea Parks