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.”
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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
PRESS – Bandito Brothers
2012
- SHOOT – Jacob Rosenber’s Danny Way Film at SxSW 04.12
- SHOOT – Spring 2012 Directors Issue: Mike McCoy/Scott Waugh 03.12
- SHOOT – Bandito Brothers Hires Suzanne Hargrove as EP/Managing Director 03.12
- FastCoCreate.com – ‘Act of Valor’ and the Art of War 02.12
- Deadline – ‘High Speed’ to Follow ‘Act of Valor’ 02.12
- Los Angeles Times – ‘Act of Valor’ Front Page Calendar 02.12
- NY Times – ‘Act of Valor’ Premieres Aboard the Intrepid 02.12
- Post Magazine – ‘Act of Valor’ Cover Story 02.12
- Variety – McCoy/Waugh Ten Directors to Watch 01.12
- Deadline – Relativity Promotes ‘Act of Valor’ with 4 Super Bowl Spots 01.12
2011
- HughHewitt.com – Debate Wrap-Up and “Act of Valor” Screening 09.11
- Wall St. Journal – Act of Valor: Hollywood Tries a New Battle Plan 08.11
- Hollywood Reporter – The Big Bin Laden Boom in Hollywood 06.11
- Collider.Com – Relativity Schedules Navy Seal Movie ACT OF VALOR for February 17, 2012 06.11
- Film School Rejects – Navy SEAL Movie ‘Act of Valor’ Features Actual Navy SEALs 06.11
- ComingSoon.net – Relativity Salutes Act of Valor 06.11
- Deadline.com – TOLDJA! Relativity Media Sets ‘Act Of Valor’ For President’s Day 06.11
- AdWeek- BMW Canada Cheats Death Again in Helipad Video 06.11
- Huffington Post- BMW Drifting Car Stunt Atop US Back Tower in LA 06.11
- Most Watched Today- BMW Helipad Drifting 06.11
- Digital Buzz- BMW 1M vs Helipad Viral Video 06.11
- Auto Blog Canada- Video: BMW 1M Coupe Drifts Atop Tallest Helipad in the World 06.11
- Cannes Lions Daily- Bandito Ad 06.11
- SourceECreative-Newsletter: Bandito Brothers 06.11
- The Sun- Secrets of World Record Car Jump 06.11
- Screen- Bandito Brothers Shift Hot Wheels Trailer Into High Gear 05.11
- Jedemi- Super-Sized Me: Hot Wheels Stunt Sets Record 05.11
- Agency Spy- Monday Odds and Ends: Hot Wheels 05.11
- Best Viral Ads- Hot Wheels 05.11
- The Denver Egoist- Hot Wheels Brings Every Child’s Fantasy to Life 05.11
- Action Figure Times- The Day of Real Life Hot Wheels Approaches 05.11
- Best Ads On TV- Hot Wheels: Trailer 05.11
- Agency Record – Ad Of The Day 05.11
- AdWeek- Ad Of The Day: Hot Wheels 05.11
- AdRants- Life Sized Hot Wheels Attempt Record Breaking Stunts at Indy 500 05.11
- The Los Angeles Egoist- Hot Wheels: Fearless At The 500 05.11
- Knox Moms- Hot Wheels Fans Will Love This 05.11
- Advertising News- Ad of the Day: Hot Wheels 05.11
- SourceECreative – Director Gavin Bowden 05.11
- Sports Business Journal Daily- Mattel Teams With Izod For Super-Sized Hot Wheels Stunt During Indy 500 04.11
- Business News Today- Advertising: Giant Toys for Attracting Much Older Boys 04.11
- Brand Channel- Indy 500 To Feature Life-Size Hot Wheels 04.11
- Creativity- Hot Wheels: IZOD presents Hot Wheels Fearless At The 500 04.11
- Best Cactus – Indy 500 To Feature Life-Size Hot Wheels 04.11
- Screen- Bowden Signs With Bandito Brothers 04.11
- Shoot- Director Gavin Bowden Joins Bandito Brothers 04.11
- New York Times- Giant Toys for Attracting Much Older Boys 04.11
- DailyNews NAB Show- Digital Filmmakers Share Advice 04.11
- Post-Bandito Brothers Goes On-Set 04.11
- Info Tech- NAB Show Will Feature Two-Part Super Session Examing Future Trends in Media 04.11
- Daily News NAB Show- Mavericks Buck Traditional Filmmaking 04.11
Fluid Adds Final Ingredients to I Can’t Believe It’s Not Butter Spots
Fluid put the finishing touches on four new broadcast spots for I Can’t Believe It’s Not Butter — “Dish,” “Mussels,” “Whipped and Creamy,” and “French Toast.” The recipe for the new campaign, created via McCann Erickson/NY, called for Sex and the City star Kim Cattrall, a bevy of hunky male objects, and editorial and VFX by the New York-based editing house.
Fluid Executive Producer Laura Relovsky oversaw the project, which let Cattrall ham it up as her usual, steamy — or should we say “creamy?” — self. Editor Robin Burchill and VFX guru Wes Waldron completed the spots under the roof of Fluid’s sprawling Soho loft.
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 »eight vfx Has GMC Rolling Across Canada
There are interactive ad campaigns, and there are iPad-friendly ads – and then there are VFX-driven spots that reflect the changing way we experience life. Created via MacLaren McCann Toronto, GMC “Touchscreen” was produced by eight vfx and directed by Jean-Marc Demmer & Fred Hopp.
The commercial simulates a touch-screen interaction, as with a finger moving the imagery along as it reviews the new models.
Read More »Arsenal FX Hires Designer-Directors Nathan Boldman and Lauren Mayer-Beug
SANTA MONICA, CA, October 15, 2010 – Arsenal FX, the special effects boutique founded and owned by VFX artist Mark Leiss, has added designer-directors Nathan Boldman and Lauren Mayer-Beug, whose work includes projects for HP, Red Bull, the 2010 Winter Olympics, Fox Sports, and the opening of “24″ . The pair recently completed projects for Taxicab Confessions, Money Grabbers, and MasterCard, along with numerous music videos. Prior to joining Arsenal FX, Boldman and Mayer-Beug were partnered in motion graphics house De Motu.
Beef Films Signs LITTLE RED ROBOT for Exclusive Spot Representation
Santa Monica, CA, October 7, 2010 – Beef Films has signed LITTLE RED ROBOT to its directorial roster for exclusive representation on the East Coast and in the Midwest. LRR continues to be repped by Sandra Riley on the West Coast.
Led by director Seth Shukovsky, the LITTLE RED ROBOT collective brings top creative talent together with brands to realize campaigns spanning TV, Cinema, Web and Installations. As “pop culture engineers,” LRR cultivates teams of art directors, writers, fashion stylists, art directors, CG artists, and interactive developers to engage the public and deliver “oohs and aahs” on a regular basis. Recent work includes the acclaimed “A Girl Story” (Mahindra Foundation/STRAWBERRYFROG), as well as campaigns for SONY via EURO RSCG, Ubisoft, and an experimental project featuring the Lincoln MKS.
Read More »Bandito Brothers Partners with Sean Cushing, Stephen Lawes, in Cantina Creative
CULVER CITY, CA, August 20, 2010 – Full service media company Bandito Brothers has partnered with Producer Sean Cushing and Director/VFX Supervisor Stephen Lawes to launch Cantina Creative LLC, a design and VFX studio located in Culver City, California.
Prior to forming Cantina, Cushing and Lawes (pictured, l-r) served as Executive Producer and Creative Director, respectively, at Pixel Liberation Front (PLF). The pair have worked on such projects as Avatar, Iron Man 2, Terminator Salvation, and Matrix Revolutions. Cantina augments Bandito Brothers’ expertise in HD post, as showcased on recent projects for BMW, Mountain Dew, NASCAR and Toyota.
Read More »Little Red Robot: Lincoln MKS Experiment in Advertising
Little Red Robot recently completed a completely computer-generated spec spot for Lincoln’s 2010 MKS. The :30, titled “2010 MKS,” was created as part of Little Red Robot’s internship program. For Little Red Robot, the Lincoln MKS was a natural subject. In 2009, the company was selected by Y+R Team Detroit to create a live-action spot as part of their “Project Rising Stars” campaign tied into the CBS broadcast of the 51st Grammy© Awards. “We really fell in love with this car, when we shot it last year as part of The Project Rising Stars Campaign,” says Seth Shukovsky, Creative Director of Little Red Robot. “The brand DNA that Team Detroit had created for Lincoln is so contemporary, hip and edgy, it was really in line with what Little Red Robot is all about.”
