A pair of lovers volley for each other’s affection atop a picturesque bridge in Lacoste’s passionately playful new spot “Match Point.” Directed by creative duo We Are From LA of Iconoclast for French ad agency BETC, the commercial is elevated to unexpected heights with CG visuals by Paris-based VFX studio Mathematic. From subtle environments to the spot’s lofty crescendo, Mathematic artists delivered photoreal effects to help realize the grounded narrative that ascends into fantasy.
Ahead of the project’s on-location shoot, the Mathematic team worked with production to develop a detailed previs animation that was closely followed over the three days of filming, with Mathematic VFX Supervisor Yann Aldabe providing on-set support. For the most creative flexibility, Mathematic artists created a CG replica of the practical bridge using photogrammetry combined with 2D and 3D CG enhancement to craft the background city skyscape.
“We knew the bridge was going to be a character itself in the project so we focused on creating a high fidelity version of it that would allow for us to seamlessly connect the story as well as visually distinguish the two sides,” said Sebastián Eyherabide, VFX Producer, Mathematic VFX. “Even though more than 90-percent of the spot features CG, our goal was to keep our efforts invisible. The final shot was especially tricky in that we had to convey this spectacular feeling from the girl’s leap but still keep her character readable with the entire city at her back.”
About Mathematic
Mathematic is a creative studio specializing in high end CG and visual effects for premium advertising clients. The company’s talented creative and technical team has worked on award-winning commercial campaigns for clients that include Cartier, Yves Saint Laurent, Nike and Lancome and music videos for artists that include Beck, Rita Ora, Coldplay, Dua Lipa and more. For more information visit mathematic.tv.
