Venice, CA-based visual effects studio The Mission converts an undernourished, beardless geek into the paragon of manliness in a comical new :30 “I Will Live Forever” for Old Spice out of Wieden+Kennedy, Worldwide. The spot demonstrates how deodorant-doubling-as-motivational-tape not only encourages, but also grows muscles, beards and generally elevates milksops to demigods. nnThe Mission teams up with Wieden+Kennedy and Biscuit Filmworks director Tim Godsall for another round of Old Spice—the last collaboration being the hilarious “I Can Do Anything.” nn
nnOne of the heaviest visual effects challenges of the spot was the extensive face replacement on the progressively aging Olympic athlete. Without motion control camera work as an option, Creative Director Rob Trent tackled the match move task with meticulous timing and blocking techniques. Once the performance was replicated as closely as possible, The Mission carefully tracked, and rotoscoped the face actor’s head onto the skinny body of the actor filmed on set.nnTrent and on-set VFX Supervisor Michael Gibson worked closely with the production team to ensure they captured the footage necessary for the desired effects. For the horse race featured in “I Can Do Anything,” The Mission integrated footage shot in multiple passes on two cameras, adding layers that enabled them to build the pack of racing horses. To create the image of the man running with the jockey on his back, the jockey was shot on green screen on the back of a stunt actor and then later merged with the layer of the hero actor running on the track. For the hero running, the originally shot footage of the actor running on a treadmill in front of a green screen was swapped for test footage of the actor actually running on the track to better match speeds. Notes Trent, “It is always fun when, in the moment, you get to be a bit more inventive about accomplishing a particular effect. It makes the project more exciting.”n n”I Will Live Forever” opens on a needle-thin man at a swim meet, listening to a motivational tape in an Old Spice deodorant canister Walkman. The man dives into the pool as he repeats “I will make it to the big championship. I will win all of the first place medals and most of the other ones.” He wins, exiting the pool with a neck-full of medals, muscles and a beard to rival Paul Bunyan’s. Next, he repeats, “I will cure all the world problems,” as he turns a ‘world problems’ chart right-side-up, accompanied by a super, “Everything fine now.” He then repeats from his coffin, “I will die a hero… but I will live forever with my line of premium table crackers.” We close on a table cracker commercial starring a boy who grows a beard instantly after taking one bite. “It’s golden!!!” declares a super. The spot closes on Old Spice’s Champion line, the tag, “Believe in your smell,” and the P&G and Olympic logos declaring P&G a worldwide partner. nnAdditionally, The Mission handled graphic replacements for the medals featured, secondary color correction, rig removal and beauty work.nnCreditsnClient: Old SpicenTitle: “I Will Live Forever” :30nAirdate: Currently airingnAgency: Wieden+Kennedy, WorldwidenManagement Supervisor: Michael DaltonnAccount Supervisor: Diana GonzaleznCreative Director: Jason BagleynCreative Director: Craig AllennAgency Producer: Jeff SelisnArt Director: Max StinsonnCopywriter: Jason KrehernProduction Company: Biscuit Filmworks, LAnDirector: Tim GodsallnExecutive Producer: Holly VeganVFX/Animation: The Mission, Venice, CAnCreative Director: Rob TrentnExecutive Producer: Michael PardeenOn Set Supervisor: Michael GibsonnFlame: Max Harris, Katrina Salicrup, Colleen SmithnVFX Producer: Diana ChengnnAbout The MissionnThe Mission is a high-end visual effects studio specializing in commercials, film and digital content. It is located in the middle of the pop-culture hub known as Abbot Kinney in Venice, CA.nnWith the talents of some of the most creative and experienced artists in the industry, working with the latest tools and a top-notch production staff, The Mission is a lean and dynamic powerhouse of a partner to deploy into your creative process.nnFrom concepting, previs, and on-set-supervision, to 2d and 3d visual effects work & design, and on to final mastering, The Mission brings a smart, beautiful and efficient component to every visual dimension of your project.
Contact:
Virginia Scripps Press Kitchen PR 310-392-6682
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More
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