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    Director Mark Zibert, VFX House Alter Ego “Hop On” For Cycling Canada’s Wild Ride

    By SHOOTUpdated:No Comments1723 Views

    This 60-second spot for Cycling Canada features a variety of bicycles speeding this way and that in a number of different environments (mountains, streets, dirt roads, velodrones). Some bikes are alone and some in large packs, some travelling extremely fast. There’s one catch. None of them have riders. The goal is to inspire Canadians to get active, and the spot serves up a succinct rallying cry to potential riders: “Hop On.”

    Titled “Hop On,” this piece was directed by Mark Zibert of production house Sons and Daughters for Innocean Worldwide Canada. VFX were done by Alter Ego, which brought the riderless bikes to life, integrating CG with the help of crowd software Golaem’s new plug-and-play bicycle solution. Every shot had two takes, one with bike and rider, and a close match without bike and rider. The editor, Saints’ Mark Paiva, kept two synchronized edits going, developing the feel with the bike and rider shots, and using the bike and riderless edit to guarantee clean shots for CG.

    All in all, the film had 50 shots, including 25 CG shots, four of which used Golaem, and 18 paint/roto shots. Throughout the process, the Alter Ego team also drew from their personal knowledge about cycling, a shared passion in-house, to help make the film more real.

    The film is part of a campaign for Cycling Canada that aims to position the organization as the heart of cycling in Canada. It also includes print ads, a social media element serving as a call-to-action to encourage Canadians to support Cycling Canada, and a microsite hub geared towards helping Canadian cyclists learn more about cycling in Canada, sign up for newsletters, watch various videos, and donate to Cycling Canada.

    Credits

    Client Cycling Canada Agency Innocean Worldwide Canada Production Sons and Daughters Mark Zibert, director/DP; Dan Ford, exec producer; Neil Bartley, producer. Editorial Saints Editorial Mark Paiva, editor; Red Barbaza, assistant editor; Michelle Rich, Stephanie Hickman, exec producers. Postproduction/Design/VFX Alter Ego Andres Kirejew, VFX supervisor; Darren Achim, Steve McGregor, Andrew Thiessen, VFX; Sebastian Bilbao, CG lead; Eileen Peng, Edward Deng, Rob Fisher, Brandon Fernback, animation; Caitlin Schooley, producer; Cheyenne Bloomfield, Greg Edgar, exec producers; Wade Odlum, Eric Whipp, Clinton Homuth, colorists. Music/Sound RMW Music Mark Rajakovi, producer/composer; Kyle Gudmundson, sound designer; Kristina Loschiavo, associate producer; Jeff Cohen, exec producer.

    ScreenWork Categories:Commercial
    Video Tags:Alter EgoINNOCEANMark ZibertSons and Daughters



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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