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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

ADCE logo Art Directors Club of Europe
Institute Of Advertising Practitioners In Ireland Logo
Design and Art Direction Logo
CPI logo Commercial Producers Ireland
Design Enterprise Skillnet Logo
100 Archive Logo