Mount
Everest Mineral Water, a Tata enterprise, recently launched the
Himalayan brand in its new, international and aspirational avatar.
Rediffusion DYR, the creative agency for Himalayan worked on a 60-second
TVC with the VFX and post production done by Prime Focus India.
The commercial is on air with the complete 60-seconder and shorter
versions. The project was significant as it was the first ad created
using Prime Focus‘ Indo-US pipeline with the tree sequence being
executed at Frantic Films. A total of 19 professionals worked on
the advertisement for one-and-a-half months. The advertisement uses
VFX extensively to convey the creative theme of ‘going back to nature‘.
The TVC was directed by Ravi Udyawar and produced by Kalpana Udyawar
of Ravi Udyawar films.
Raj
Tambaku, VFX Head, Prime Focus told AnimationXpress.com,
"This is the first time that the complete VFX of a TVC -
which uses special effects to such a large extent - has been done
in India. Besides, the quality and feel of the VFX is of international
standards. This was possible due to the trust placed in us by
the agency and the Director Ravi Udyawar."
"The
Himalayan is obtained from the origin of Ganges. The idea in the
creative brief was to take everything back to the original form.
In the TVC, the scarf goes to sheep, the shell to the snail and
the shirt to the cotton-ball, so on and so forth. We had to make
great efforts to get the aesthetics right. It helped that our
US arm Frantic Films worked on the complex tree sequence. We had
to revert them at certain times but overall the pipeline functioned
smoothly," added Raj.
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"The
Himalayan is obtained from the origin of Ganges. The idea in the
creative brief was to take everything back to the original form.
In the TVC, the scarf goes to sheep, the shell to the snail and
the shirt to the cotton-ball, so on and so forth. We had to make
great efforts to get the aesthetics right. It helped that our US
arm Frantic Films worked on the complex tree sequence. We had to
revert them at certain times but overall the pipeline functioned
smoothly," added Raj.
"The
Prime Focus team working on the TVC prepared 10 drafts of each VFX
sequence before we achieved the desired realistic look. Coming from
a team that comprised mostly of freshers, this is an excellent job."
The
Ad division of Prime Focus in Lower Parel has recently worked on
the VFX and post production for TVCs on Toyota, Skoda and Tropicana
Twister.
A blue screen chroma shot. Trees and Landscape addition is post
VFX.
Chroma
shot of backpack breaking up into straw. Since the backpack
sequence could not be worked out, the entire bag was CG generated
and then animated.
Blue
screen chroma shot. The CG generated butterflies are carefully
modelled so that the motion of wings is smooth and as real as
possible. Besides, the texture has been carefully designed so
that every individual butterfly looks exotic yet not too unreal.
Trees
and Landscape addition post VFX and the entire CG of the tree
sequence has been done by Frantic Films, US.
The
wooden cross was a spatial aid for the making of the CG generated
tree.
The
flowers bloom as they trail in the girl's path.
The
flowing dress flower sequence was particularly difficult as
the flowers had to be extracted from the dress and the dress
had to be made transparent as well. The tricky portion of the
sequence was manipulating the cloth material due to the complexity
of its folds.
The
already ripped t-shirt was animated to show the ripping process.
The
background and extra foliage are CG generated.
mrigank.dhaniwala@animationxpress.com
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