KBS, MJZ and The Mill joined forces to create an epic, 50-foot purple monster for Monster.com’s latest spot, “Opportunity Roars.”
The monster grabs a woman from a high-rise building, rescuing her from an unsatisfying job. At first she screams in horror but eventually she comes around to view the monster quite differently even as he seemingly wreaks havoc on the city. Turns out the beast is taking her to a better place of employment.
The spot, directed by MJZ’s Matthijs Van Heijningen, is a metaphor for the job process–a little daunting, but Monster will be there every step of the way until you find the right fit.
The monster is an anthropomorphization of Monster.com–he’s in the corner of job seekers as their champion and equalizer, by helping to smash through the challenges they may face in the workplace. He knows you deserve better, and will stop at nothing to help you find it.
The Mill’s CGI team built a full muscle system under the monster’s fur in order to simulate the weight in his body while moving. This heightened the level of realism in the character’s movements and interactions.
The team meticulously crafted each wrinkle, pore and hair, which were carefully simulated to interact with his surroundings, from lighting to wind changes.
The spot features several fully CGI environments, including streets, alleyways and office spaces, which are seamlessly integrated with live action shots captured in Toronto and augmented to mirror the streets of New York with matte paintings and digital assets.
Credits
Client Monster.com Agency KBS New York Patrick Scissons, global chief creative officer; Michele Kunken, executive creative director; Mike Abell, creative director/copywriter; Kevin Gentile, creative director/art director; Jenny Read, head of production; Karen McKibben, executive producer; Isabelle Vrod, assistant producer. Production MJZ Matthijs van Heijningen, director; Eriks Krumins, exec producer; Donald Taylor, line producer; Joost Van Gelder, DP. Production 1ONE PRODUCTION Jean-Rene Parenteau, producer; Anouck Serra-Godard, production manager; Simon Lebrun, technical director; Louis-Charles Pilon, cameraman; Gabrielle Dore, post coordinator; Sophian Verri, offline; Etienne Bergeron, offline, online & color grading; Benedicte Leclere, music supervisor; Pierre-Olivier Rioux, sound mix. Editorial Work Jono Griffith, editor; Nayim Saati, Theo Mercado, assistant editors; Erica Thompson, exec producer; Sari Resnick, sr. producer. VFX & Design The Mill Melanie Wickham, exec producer; Clairellen Wallin, sr. producer/shoot supervisor; Anastasia von Rahl, sr. producer; Zack Franciose, Jalisa House, production coordinators; Ruben Vandebroek, shoot supervisor/3D lead artist; Kyle Cody, 2D lead artist/shoot supervisor; Kevin Ives, 3D lead artist; Kshitij Khanna, Molly Intersimone, Dae Yoon Kang, Yoon-sun Bae, Rachel Moon, Dhruv Shankar, 2D artists; Adam Dewhirst, Todd Akita, Nick Couret, Jackie Liao, John Wilson, Emily Meger, Jeff Lopez, Seon Crawford, Arman Matin, Ren Hsien-Hsu, Lauren Shields, Tyler Heckman, Sewang Kim, Jonathan McCoy, Incheol Jeong, Justin Hammond, Anna Cardillo, Jimmy Gass, Constance Besen, Hannah Lee, Krystal Sae Eua, Jeffrey Lee, Blake Guest, Tom Graham, Juan Zavala, Nole Murphy, Ziming Liu, Sivasubramanian, Vitaal Kuntla, Leela Shanker, Sendil Kumar J, Karthik Viswanathan, Murali Krishna Reddy, Muthyala Krishnaiah, Gokul Navaneethan, Sathyaraj A, Karthick Karuppaswamy, Sandeep Patil, Mehrose, Jai KIshan, Tarun Kumar, Chaitali Shah, Nijesh, Giri Prasath S, 3D artists; Cedric Menard, Charles Lee, matte painting. (Toolbox: Zbrush, Mari, Maya, Furtilizer, Houdini, Arnold, Flame Assist). Color MPC Mark Gethin, colorist. Music Woodwork Sam Phillips, exec producer. Sound Design stimmung Gus Koven, sound designer; Kristina Iwankiw, exec producer; Nick Tuttle, sound assistant. Audio Post Sound Lounge Tom Jucarone, mixer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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