The Mill Deploys A CGI Albert Einstein For Smart Energy GB, AMV BBDO


Robert Goldrich
Tuesday, May. 11, 2021


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Britain’s Smart Energy has enlisted the support of the Albert Einstein for its “Join the Energy Revolution” campaign out of AMV BBDO London, with visual effects by The Mill.

The Mill was tasked with re-creating a digital version of Einstein using performance capture and CGI. A team of visual effects artists developed bespoke software and creative pipelines to ensure the photo-real digital avatar of Einstein was as high fidelity and realistic as possible. Using cutting edge 4D volumetric capture technology to record the performance of an actor, subtle facial performances and intricate details were then recreated in CGI, before the team meticulously groomed each hair, wrinkle and eye detail on the CGI model.

Einstein is transported from the 1950s to the present day for the campaign. He is amazed by some of the innovations that have happened since his lifetime but cannot understand why Britain has not sufficiently advanced its energy system. In this integrated campaign, a series of ads across TV, YouTube, social, radio and print, Einstein explains smart meters’ personal and environmental benefits in his own charming way.

Directed by Rocky Morton of MJZ, this launch spot titled “Einstein’s Bath” is designed to introduce Einstein to the audience, connect him memorably to smart meters, and land the core messaging around infrastructure. The eventual goal is to dramatize the many benefits of smart meters from helping Great Britain to reach net zero to saving consumers’ money. 

Joining The Mill and AMV BBDO in the Smart Energy GB campaign were Gravity Road (social media components) and Omnicom Media Group’s PHD (media planning and buying).

Chris Taggart, director of marketing at Smart Energy GB, said: “There is no greater ambassador for modern technology than Albert Einstein. We hope the public really enjoy seeing his wit and humor touchingly brought back for this campaign. He reminds us that while we have started to embrace smart technology in many areas of our lives, our energy system has fallen behind. He reminds the British public that smart meters will help to modernize our national energy system, and encourages them to get one installed and get Britain energy fit for the future.”


Client Smart Energy GB Agency AMV BBDO, London Alex Grieve, chief creative officer; Nadja Lossgott, Nicholas Hulley, executive creative directors; Matt Swinburne, creative director; Laurens Grainger, copywriter; Alicia Cliffe, art director; Simon Dilks, designer; Zoe Robley, producer. Production Company MJZ, bicoastal/international Rocky Morton, director; Sara Nouman, Eliott Tag, producers. VFX The Mill, London Alex Hammond, creative director, VFX supervisor, shoot supervisor; Chris Allen, exec producer; Sean Francis, producer, 3D lead artist; Ben Turner, 2D lead artist; Matthew McDougal, 2D artist; Harsh Borah, Clare Williams, Andreas Graichen, Maria Carriedo, Sefki Ibrahim, Joao Pires, Dan Yargici, 3D artists; Ross Urien, matte painting; Freya Barnsley, designer; Gabriela Goncalves, production coordinator; James Bamford colorist. (Toolbox: Volumetric data capture hardware (from DI4D), Maya, Houdini, Zbrush, Mari, Nuke) Audio Post 750mph and Wave. Estate Representation, Licensing and Rights Clearance provided by Greenlight – Part of Ben Group inc Rights Services: Sonia Bouadma and Giulia Castelli Personality rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight.

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