Sonam Kapoor Stars in L’Oréal Paris Campaign, First Project from Proof of Concept
LOS ANGELES, CA, April 3, 2012 – Proof of Concept (POC) recently completed work on an ambitious, effects-driven project for client L’Oréal Paris, agency McCann-Erickson, production company Gobsmack! and director Jim Sonzero. “Tree” – for Fall Repair 3X – features popular Bollywood actress and L’Oréal Paris spokesperson Sonam Kapoor in the foreground of a spectacular glowing purple CGI tree, and uses VFX to simulate Fall Repair 3X’s effects on swirling computer-simulated “hair roots.” Launched in February 2012 by Executive Producers Stuart Wilson and Raffi Kryszek, POC is a technology-driven content company servicing the interactive, commercial and music video industries, and “Fall Repair 3X” is among its maiden spot assignments.
POC Lead Artist Darren Fanton worked closely with director Sonzero to conceptualize and create multiple aesthetic CGI environments – within 48 hours. “Darren is an awesome artist and has great taste,” remarked Sonzero. “He created an elegant solution in a really compressed schedule with limited resources. When I saw his first pass I knew I was working with a genius.”
Click Here to Download
Once the concepts were approved, the team at POC had a mere two weeks to turn around eight VFX-heavy spot versions in Hindi and English for a total of 160 seconds of CGI. Each image had to be optimized due to the beauty-related nature of the product. “With this project, shot management was key as each revision down the pipeline would need to be applied to over thirty shots across the eight spots and would need to be re-rendered in a timely fashion for further review,” Fanton explained.
“POC not only met the challenge but raised the bar for the whole category,” said Shyam Madiraju of Gobsmack!, which represents some of world’s top directors in India. “We were very impressed by the creativity of their artists, who took Jim’s vision and turned it into a spectacular reality. I was really excited to have Jim join Gobsmack!, and having him do this work with POC right out of the gate is a fantastic start to our relationship.” Madiraju added that the vision of Sonzero – arguably one of the top 5 beauty directors in the world – involved a very sophisticated and technically complex world of CGI. Gobsmack! frequently produces VFX-driven commercials and works with CG houses around the globe. “POC has not only planted itself firmly atop our list, but we are now in talks with Stu and Raffi about expanding our relation with them for the India market in fields besides commercials.”
“Stuart and Raffi were enthusiastic and solution-oriented,” concluded Sonzero. “I am really impressed with them and I’m looking forward to working with POC again.”
About Proof of Concept
“Technology has no limits,” and Los Angeles-based Proof of Concept examines the validity of that hypothesis every day. This philosophy makes POC integral to the realization of the novel idea. You can’t break the rules until you master them, and the team at Proof of Concept has done both. A technological and artistic think tank, POC brings together seasoned veterans and ambitious young innovators. The team is armed with the knowledge and relationships to forgo fear in the name of producing relevant creative content for the digital era.
Official Credits
Title: Tree
Brand: Fall Repair
Cast: Sonam Kapoor
Client: L’Oréal
Agency: McCann-Erickson
Creative team: Akshay Kapnadak, Rahul Mathew,
Trishay, Ram & Komal Ranjan
Agency Producers: Sandesh Shirke
Production Company: Gobsmack!
Director: Jim Sonzero
D.O.P: Michael Lloyd
Executive Producer: Hozefa Alibhai
Producer: Ramel George
Editor: Harshal Thakur
Online/Grade and VFX: Proof of Concept/Los Angeles
Visual Effects Lead, Final Compositing: Darren Fanton
Visual Effects Compositing and Beauty Work: John Merrifield
3D Modeling and Texture Mapping: Sam Kryszek
Producer: Stuart Wilson
Proof of Concept Links Brands, Production, and Technology
Los Angeles, CA, February 13, 2012 – Executive Producers Stuart Wilson and Raffi Kryszek have launched Proof of Concept (POC), a technology-driven content company servicing the commercial and music video industries.
Read More »Work from Bandito Brothers, Union, Shortlisted at LIA
London, October 11, 2011 – High-profile projects from Bandito Brothers and bicoastal Union Editorial was among the work shortlisted at the London International Awards (LIA).
Read More »Union’s Jim Haygood Hamsters It Up Again for Kia
Jim Haygood of Union is back in business with Kia’s famous hamsters (he cut the hugely popular “This or That” last year). The latest spot, for the Kia Soul, was created via David&Goliath and has the hamsters dancing to LMFAO’s “Share Some Soul”. The ad broke during the VMA’s on MTV, and has already racked up nearly 3 million views on YouTube.
Read More »Bandito Brothers Shifts Hot Wheels Into High Gear
CULVER CITY, CA, May 20, 2011 — Hot Wheels has just released a breathtaking 1:30 trailer for their expansive brand re-awareness campaign. That campaign culminates in the broadcast of a world-record breaking stunt at the Indy 500 on May 29. Featuring stunt driving with life-size Hot Wheels models and VFX worthy of a blockbuster action flick, the spot was created via Mistress and produced by Bandito Brothers. It builds on the Area-51 mythology the classic toy brand created for their “Hot Wheels For Real” campaign. Hot Wheels has secured airtime on ABC to showcase the high-adrenaline spot, and the brand’s Internet videos boast over 2 million views.
Read More »
Arsenal FX Operates for Dre on “I Need a Doctor”
SANTA MONICA, March 31, 2011 – When consummate rapper, producer and entrepreneur Dr. Dre was in need of stunning visual effects for his new single’s introspective music video, Santa Monica-based Arsenal FX was called in. “I Need a Doctor” reflects on Dre’s storied rise to fame and required a number of visual elements to do the Doctor’s career justice. Arsenal FX handled the massive 2-D and 3-D composites demanded by the project, as well as the restoration of the gritty archival footage of Dre’s humble beginnings for the flashback sequences. In total, the project required more than 105 FX shots.
Read More »LITTLE RED ROBOT: “A Girl Story” Update – FWA
The FWA (Favourite Website Awards) has published a thorough list of sites it honors, with A Girl Story (Site of the Day, July 29, 2010) listed as a winning example in the following category:
Small, yet simple, ideas with big impact (viral)
Click here to view the full list of Work We Award
LITTLE RED ROBOT helmed the site’s donation-based animated series, and is represented for directing assignments by Beef Films.
Read More »PRESS – Social Studios
Veteran Executive Producer Michele Maples has launched Social Studios, a full-service production company uniting talent and expertise in the development and creation of commercials for TV and the Web; music videos; and long-form projects.
- Shoot – Social Studios Opens Under Aegis of EP Maples 11.10
- Shots – Social Studios Launches 11.10
- Stash – Veteran EP Maples Launches Social Studios 11.10
MOO Studios: Shaun Sewter Delivers Biltmore Surprise via The Richards Group
MOO Studios director Shaun Sewter wastes no time getting viewers into the Christmas spirit with “Surprise,” a new spot via The Richards Group. In the spot, a horse-drawn carriage braves the cold weather and makes its way to the stunning and welcoming Biltmore in Asheville, North Carolina, nestled deep in a winter wonderland.
Read More »PRESS – MOO Studios – 2010
2010
- Screen – Bernard, Stevens rep MOO Studios in the Midwest 10.10
- Shoot – MOO Studios secured Tracy Bernard and Robin Stevens for Midwest representation 10.10
- SourceEcreative – L.A.-based MOO Studios has added director Molly Schiot to its roster 09.10
- Screen – MOO Studios Secures Mary Ford & Co. for East Coast Representation 09.10
- Ads of the World – Del Taco: Super Special Show Episode 6 – 08.10
- Best Ads on TV – Del Taco: Super Special Show Episode 6 – 08.10
