- Wednesday, Apr. 4, 2012
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Through agency Saatchi & Saatchi Wellness, Gravity has produced a CG and live action spot promoting the pet care flea and tick prevention product FRONTLINE® Plus, featuring the brand's "Little Green Men." The spot broke regionally in the South in early March, and rolled out nationally on April 2nd. Zviah Eldar, Gravity CEO/Chief Creative Director, and Bob Samuel, Gravity's CMO/Executive Producer, made the announcement.
As "Generations" begins, we open on the fur of the back of a dog, as we hear the VO announcer say, "Ever wonder what's behind two little fleas? The next generation, and then countless more." Two animated fleas are profiled, and then the viewer realizes that behind them are thousands more lurking in the dog's fur along with countless flea eggs and ticks. The announcer continues, "How do you kill them? FRONTLINE Plus!" as we see animated, little green men appear and begin to do battle with the pests. Using their weapons, the men kill the adult fleas and ticks plus the flea eggs, thus "annihilating the next generation of fleas."
The announcer concludes, "And FRONTLINE Plus works non-stop for 30 days," as we pull out of the dog's fur and cut to a woman and her dog concluding their visit to a vet's office. "FRONTLINE Plus—Accept nothing less" is the final tagline.
Saatchi & Saatchi Wellness Creative Director Carol Fiorino said, "A few years back, we began our 'Little Green Men' (LGM) campaign, and last year we produced three, 15-second spots continuing that theme. This year, we approached Gravity and asked them to develop the next 'LGM' spot that needed to communicate a new strategy, keeping the same look and feel, while furthering the approach to the animation. They brought a lot to this new spot. We had a big story to tell in just 30-seconds, and Gravity took it to a new level through their cinematic approach and their attention to the lighting and depth of the animated environment. They did a great job and delivered exactly what we were after."
Harry Dorrington, Gravity's Creative Director and Director for this spot, said, "Our approach with this spot was to give it an epic, highly cinematic look and feel, along the lines of such great 'sword and sandal' films as 'Troy' or '300.' We had to convey the idea that just two fleas can very quickly propagate into many thousands of fleas. Our little green men animated characters, who were greatly outnumbered, had to fight to the death against that massive army. The challenges involved in 'Generations' were how to wrangle all of these fleas, because we were dealing with such an enormous number of characters at the same time. We had to engage in a good deal of 'flea crowd control' and 'flea choreography.' There was also a great deal of rendering time for the animators involved in creating that scale of objects, which included the proper texturing, lighting, and depth, to convey the proper cinematic atmosphere we were after."
Dorrington teamed up with live action Director Martin Brierley on "Generations," with Gravity's Bob Samuel and EP Doug Allenstein handling production on location in Los Angeles.
Client: FRONTLINE Plus
Agency: Saatchi & Saatchi Wellness
CCO: Helayne Spivak
Creative Director: Carol Fiorino
ACD/AD: George Capuano
Art Director: Joe Mueller
ACD/CW: Robyn Sands
Senior Producer: Liz Tagatac
Director of Broadcast/Content Production: Steve Pytko
Design/CG: Gravity NY
CEO/Chief Creative Officer: Zviah Eldar
CMO/Executive Producer: Bob Samuel
Creative Director/Director: Harry Dorrington
CG Lead: Ivan Pribicevic
Producer: Raena Singh
Head of Production: Karen Bianca Bisignano
Editor: Marc Steinberg
Production Coordinator: Sarah McCulley
Live Action: Gravity/Visual Nomad
Director: Martin Brierley
EP: Bob Samuel/Doug Allenstein
Producer: Carr Donald
DOP: Joost Van Starrenberg
Gravity is an international visual effects, design and brand communications company with proven expertise in three integrated divisions: Features & Television, Commercials, and Digital. With 250 talented professionals across offices in New York, Los Angeles, Connecticut and Tel Aviv, the company is a widely renowned generator of high-end visual effects, creative content, motion graphics design, animation, branding, and digital strategy.
The company's clients include Universal Pictures, Warner Bros., DreamWorks, Sony Pictures Entertainment, HBO, Paramount Pictures, The Weinstein Company, Dimension Films, Coca-Cola, General Motors, Mercedes Benz, Verizon, Pantene, MGA Entertainment, Carlsberg, Kmart, and Braun. Gravity's recent feature film credits include "Tower Heist," "Crazy, Stupid, Love," "The Adjustment Bureau," "Arthur," "The Other Guys," "Salt," "The Reader," and "Ghost Town." The company's television credits include HBO's "Bored to Death," "The Sopranos," and "Sex and The City."
Gravity's New York office is located at 315 Madison Avenue, 3rd Floor, New York, NY, 10017. The phone is 212/986-1584. The company's West Coast office is located in the Lantana Building, 3000 West Olympic Blvd., Santa Monica, CA, 90404. The phone is 310/264-3909. For more information, please visit www.gravityworld.com.