MPC Life, MPC Advertising’s new character development team, has completed Samsung’s new “Do What You Can’t” spot. Directed by MJZ director Matthijs Van Heijningen for Leo Burnett, the ad gave MPC the opportunity to create a fully photo-real and anatomically correct ostrich–and give him his own quirky personality.
The ad promotes Samsung’s revolutionary VR technology and hopes to change consumers’ ideas on what is humanly possible via the mantra, “Do What You Can’t.”
Opening with a curious ostrich stumbling into a VR headset, the spot shows the character beginning to dream of achieving the impossible. “We make what can’t be made so you can do what can’t be done,” Samsung proclaims as the ostrich reaches new heights to the beat of “Rocket Man.”
A reference shoot involving several real ostriches took place in South Africa before the computer generated counterpart was re-born via MPC London creative director Diarmid Harrison Murray and MPC LA creative director Michael Gregory and a global team of experts in LA, London, Paris and Bangalore.
Murray noted, “You could tell from the beginning that if we got it right, this could be a special film. A photo-real ostrich definitely ranks as one of the toughest CG creatures I’ve faced, bar none. Their feathers are insanely fluffy and dynamic, and not like any other bird we have created before. We completely upgraded our existing feather system to deal with these challenges. You know you are onto something when we you start freaking yourself out with the realism of your own renders!”
Mark Gethin, MPC’s US creative director of color grading, enhanced the ad with a beautiful atmospheric grade.
Credits
Client Samsung Agency Leo Burnett Matt Blitz, producer. Production MJZ Matthijs Van Heijningen, director; Joost Van Gedler, DP. VFX MPC LOS ANGELES team: Karen Anderson, exec producer, VFX; Nicole Saccardi, producer; Dori Sharvit, coordinator; Michael Gregory, creative director; Gustavo Bellon, Toya Drechsler, Benji Davidson, Dominic Edwards, Brendan Echsner, Rocco Gioffre, Ryan McDougal, Kathleen Kirkman, Alvaro Segura, Rodrigo Carrasco, Jared Sanders, Ted Abeyta, L.A. VFX team. LONDON: Carsten Keller, head of 3D; Tomek Zietkiewicz, London producer; Diarmid Harrison Murray, creative director; Amir Bazazi, CG supervisor; David Bryan, Andrew Roberts, Martino Madeddu, Brendan Fagan, Brett Margules, Tim Van Hussen, Denis Krez, Chloe Dawe, Oz Dolphin, Radu Ciubotariu, Maximilian Mallmann, Alexander Gabucci, London VFX team. PREVIS PARIS Sophie Lebreton, Paris producer; Jeremie Abrial, Xavier Zahrra, Paris previs team. BANGALORE: Neela Kumuda Parankusham, Bangalore line producer; Rashabh Bhutani, Venkata s, Bala Krishnan R, P N Arunkumar, Silambarasan R P, S. Samson Samuel, Stalin Balan, M D Karthikeyan, Shaik Abdul Adil, Shalwin Shaiju, Bruno Roosewelt, Joslin J Mathew, Padma Priya, R Kumaresan, Sreejimol CP, Kiran V, Sachin Sureshrao Dhapudkar, Gowri Shankar Velusamy D, Ankit Dheraj Toppo, Earnest Victor, Elangovan Ganeshan, Hemanth Anusuri, Shaik Abdul Rahim, Sindhuja B, Sravan Kumar Jyoti Prakash Panda, Baskaran S, Mohan Pugaz, Bangalore VFX team. Color Grade MPC Mark Gethin, colorist; Meghan Lang, exec producer; Rebecca Boorsma, color producer; Elyse Robinson, associate color producer. Music "Rocket Man" by Elton John
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
