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Creative in association withGear Seven
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We Are Covert and Matt McDermott Bring CG Magic to Peninsula’s TV Ad

14/07/2022
Post Production
London, UK
39
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Campaign visualises how Peninsula's business cover protects clients

We Are Covert teamed up with Matt McDermott to add CG and VFX magic to Peninsula’s newest TVC. With Edinburgh-based Eyebolls handling production and creative concept coming from agency Dentsu.

The initial creative idea was to develop a way to metaphorically visualise Peninsula's business cover fully protecting their clients. We developed the concept of a simulated cloth enveloping its surroundings as a visual representation of the protection the policy offers. 

Covert assimilated this creative vision using CG and VFX in 10 shots for the 30 second spot. Producer Max explains how CG lead Eduardo, led the team to employ their creative talent by utilising a multitude of techniques: from creating the cloth using tools Cinema 4D and X-Particles, to tracking the footage and transforming it into 3D to integrate the CG with the real filaments.

From the initial concept to the final composition, the success of the project was in the combination of the original shot’s camera movement and the movement of the cloth to keep a consistent image.   

It was a key part of the vision of both Matt and Dentsu, that the cloth had personality and moved dynamically through the scenes as it grew in presence and prowess. 

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