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2016

Safefood Shadows

Company Piranha Bar
Client Safefood
  • Commended
    7 Advertising: Craft - Visual / Special Effects
Director
Gavin Kelly
Lighting & Rendering
Simon Burke
Rigging & Animation
Sam Boyd
3D Grooming
Mario Domingos
Director
Gavin Kelly
Lighting & Rendering
Simon Burke
Rigging & Animation
Sam Boyd
3D Grooming
Mario Domingos

We teamed up with agency McCann Blue to create this spot for #ItsBedtime, the new childhood obesity campaign from Safefood which informs parents about a potentially lesser known contributor: not enough sleep.

Using motion capture animation the clever shadow concept shows the devastating effects over time in a simple, yet effective way.

So how was it created? Director of the spot, Piranha Bar’s Gavin Kelly, lets us in on the science bit: “A full Motion Capture session with a physical performer was used to drive a CG model of a boy – complete with simulated hair and clothes – which was then seamlessly transformed into an adult. The model was then placed into a digital scene and carefully lit to throw its shadow onto the wall.

“As we move onto the wall to the shadow, lighting elements flicker to set the scene and re-contextualize the shadow, while the glow of a television screen and window shapes created by off-camera lights create a theatrical shadow world.”

Our Collaborators

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