This spot directed by the team of dom&nic from Outsider, London, shows how far a mouse will go for a nibble of cheese on toast. The commercial exhorts the irresistible flavor of Kerry LowLow’s low fat cheese with an acrobatic super stunt mouse defying thousands of mouse traps. The spot was produced by Jo Charlesworth at Fallon, London, and John Madsen at Outsider, with MPC creating the fully CG mouse and 50,000 traps.
MPC’s proprietary tools played a vital role on the successful development on the spot and the Nuke Compositing system brought it all together.
The directorial duo described the project as being an ultimate test of 3D CGI and MPC to create a convincing photorealistic mouse in a story consisting of two parts. In the first part the mouse had to feel very naturalistic, instinctive and cautious as it attempted to pass through the thousands of traps while in the second part the mouse had to become an acrobatic super stunt-mouse, jumping spinning and avoiding death by the closest margin.
The creative ensemble at Fallon, London, included creatives Tony McTear, Tony Miller and Gary Anderson, and producer Charlesworth.
John Lynch was the DP. Editor was Struan Clay.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More