Dublin, Ireland-based post house The Element asked director Colum Maguire to come up with an idea and execution that would showcase some of their expertise, including 3D & 2D animation and compositing.
The commercial is a fantasy where objects that are familiar such as cacti, a watering can and a sponge evoke a “love of water ” by inclusion of heart shapes in their texture and anatomy. The finale is the girl diving into the centre of a desert flower/oasis which again has the heart motif.
What was important from the start was that it was agreed nothing would be library footage or background–so all the elements were created or shot. Because of the differing digital formats available today, Dublin wanted to include a mixture of them. Most of the commercial was shot on RED, but also deployed were digi beta, digital stills and other elements. The animation was done on Maya and compositing was on Flame. The shoot was two days and the post took a couple of months.
Maguire is repped in the U.S. by production company Mugsy and in Ireland by production company Russell Curran.
Michelle Satter To Be Honored At Sundance Film Festival Gala
The nonprofit Sundance Institute today announced details for the 2025 Sundance Film Festival’s gala fundraiser, Celebrating Sundance Institute, which will take place on Friday, January 24, 2025 at the Grand Hyatt Deer Valley in Utah. The event will be an evening in celebration of Michelle Satter, founding sr. director of artist programs at Sundance Institute, for her longstanding commitment to nurturing artists and cultivating independent film through the Sundance Labs, where visionary artists convene to develop groundbreaking projects through an in-depth creative process, for the past four decades. The annual Vanguard Awards will be presented during the evening to Sean Wang, writer and director of Dìdi, and Julian Brave NoiseCat and Emily Kassie, co-directors of Sugarcane, who premiered their films at the 2024 Sundance Film Festival.
The annual gala enables the nonprofit to raise funds to support independent artists year-round through labs, grants, and public programming that nurture artists from all over the world. The 2025 event is made possible with the generous support of Google TV. The Festival will take place from January 23–February 2, 2025, in person in Park City and Salt Lake City, with a selection of titles available online from January 30–February 2, 2025 for audiences across the country to discover bold independent storytelling.
“For over four decades Michelle has been devoted to truly championing independent storytellers,” said Amanda Kelso, acting CEO of Sundance Institute. “She has encouraged artists to own their voice, learn their craft, become fierce leaders, and develop their resilience in our changing ecosystem. Her life-long commitment to supporting artists, especially in underrepresented... Read More