This spot meshes real-time and slow-motion footage to seamlessly create a world where a number of people in a bar become slo-mo “anticipators” who are captivated by a final drop of Rickard’s Blonde beer falling from a tap.
The collective Common Good from Radke Film Group, Toronto, directed “Anticipation” for Crispin Porter+Bogusky Canada.
Darren Richardson, creative technology director at CP+B Canada, explained that “to achieve this look we decided to use a motion control system in conjunction with the Phantom camera and create a number of plates. The motion control rig we used was able to replicate the same camera move an infinite amount of times at varying speeds.
“First, we shot passes of all the slow motion [400 fps] elements,” he continued. “This ranged from actors to napkins to a plate of Tandoori chicken flying through the air. Next, we shot several passes of all the action that took place at normal speed [24 fps]. The final step was to shoot clean plates of each section.
“Once we had all the footage of each pass, the post work began. Each individual item was rotoscoped and combined in one seamless shot. Each shot in the spot consisted of about five to seven passes combined into one.”
AICP’s Matt Miller Looks To Build Support For Production In L.A. After Devastating Wildfires
Editor’s note: AICP president and CEO Matt Miller issued the following statement addressing the wildfires in Los Angeles and how the industry can help this key production market--a hub of major resources essential to the health of the overall commercialmaking industry:
Who Needs Los Angeles? We Do.
By Matt Miller, AICP president and CEO
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 L.A. 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... Read More