Ad agency AKQA teamed with VFX/post studio MPC and director Paul Hunter of production house PRETTYBIRD on this film that tells the world about the grand makeover at Palms Casino. In this cinematic piece, we see the old hotel being physically destroyed to make way for the new.
The spot shows the hotel being demolished by a group of people in an epic fashion, along to the soothing soundtrack of Sasha Distel’s “La Belle Vie.”
MPC handled all VFX for the film, which was graded by MPC’s Ricky Gausis, including the raging inferno that destroys the hotel kitchen, flying debris that scatters in slow motion across the screen and placing a full-sized shark in the tank behind the bar.
Toya Drechsler, MPC’s VFX supervisor, commented on the collaboration process: “From the beginning, it was clear that Paul Hunter and AKQA wanted to achieve an intense, filmic look. The collaboration with them started before the shoot, as we had the opportunity to give our input on the creative decisions around the VFX-heavy shots. We worked closely with the team throughout the process, attending the shoot, the editing sessions and continuously communicating with AKQA to make sure we were achieving their vision while ultimately pushing the look a step further.”
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Credits
Client Palms Casino Agency AKQA Portland Alice Chiapperini, sr. art director; Matteo Capaldi, sr. copywriter; Aaron Seymour-Anderson, creative director; Carlos Bernal, Benjamin Parisot, associate design directors; Riaad Merwe, associate creative director; Dustin Freeman, executive producer; Carlos Matias, international design director; Antoine Christian, art director; Terry Lee, designer; Chris Lopez, associate designer; Felipe Yamaoka, designer. Production PRETTYBIRD Paul Hunter, director; Linus Sandgren, DP; William Green, line producer; Ali Brown, VP, exec producer; Kerstin Emhoff, co-founder/exec producer. Editorial Cabin Editing Company Sam Ostrove, Randy Baublis, editors; Doug Scott, assistant editor; Remy Foxx, head of production; Carr Schilling, managing partner. VFX MPC LA Rob Hodgson, creative director; Toya Drechsler, VFX supervisor; Elexis Stearn, exec producer; Jamie Loudon, VFX producer; Dylan Brown, Rodrigo Jimenez, Kelsey Napier, Rob Ufer, Andre Arevalo, Gustavo Bellon, Jon Rogala, Joshi John, Akhil KP, Ankit Dheraj, Rahul Verma, Manideep Setty, 2D team; Ricky Gausis, colorist; Rebecca Boorsma, producer, color; Meghan Lang, exec producer, color. (Toolbox: Nuke, Nuke Studios)
U.K. supermarket chain Tesco has unveiled a new marketing campaign as it announces that it is doubling its Free Fruit & Veg for Schools program from September, increasing participation from 500 to over 1,000 schools, with the aim to double the program again the following year. The work builds on Tesco’s recently launched brand platform, which reimagines its iconic “Every Little Helps” through the everyday question: “Need Anything From Tesco?”--a simple expression of how the brand continues to show up for customers’ and communities’ needs, in a meaningful way.
The Free Fruit & Veg for Schools program, along with Fruit & Veg Grants and Free Fruit for Kids in Tesco stores, aims to support one million school children across the U.K. in getting more of the good stuff. Customers will be able to help grow the program with Tesco donating every time customers buy fruit and veg at Tesco up until 24th May. Created by BBH, this film follows a joyful fruit giant on a journey across the U.K., alongside his young companion, Theo. Set to Roger Hodgson’s "Give a Little Bit," the story unfolds as the giant travels from school to school, gradually shrinking as he shares pieces of himself - a simple but powerful metaphor for giving. “The Fruit Giant” film was directed by Nick Ball through MJZ, with postproduction/VFX treatment by Untold Studios.
Bringing the giant to life was a feat of craft and scale. The giant was built over six months of postproduction work, and at his biggest size, is made up of more than 105,000 individual pieces of photorealistic fruit and vegetables, spanning 86 different varieties.
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