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.”