Psyop and New Zealand agency Clemenger BBDO create an extraordinary parallel universe in their latest work for Fly Buys “Something A Little Bit Good.”nnThe spot takes place between two worlds — a mundane grocery store and an enchanted animal kingdom. Every time a Fly Buys points card is swiped at the checkout counter, the scenery transitions from the drab market setting to a fantasy jungle populated by whimsical, photoreal animals. nnPsyop shot the live action in New Zealand and directed the 3D animation throughout the spot, making sure each animal has its own personality while building a world that’s tangible to viewers. MPC was brought in early on to help with the CG creatures, general visual effects needs and color grading.nnnnCreditsnnTitlenFly Buys “A Little Bit of Good” :60nnAgencynAgency BBDO ClemengernExecutive Creative Director Philip AndrewnArt Director Brigid AlkemanCopywriter Mitch AlisonnExecutive Producer Martin GraynAccount Team Julia WalshawnnLive ActionnProduction Company Flying FishnProducer Penelope SinclairnExecutive Producer James MoorenDirector PsyopnCreative Director Todd Mueller & Kylie MatuliknExecutive Producers Neysa Horsburgh, Guillaume RaffinDirector of Photography Ginny LoanennVisual EffectsnVFX Company MPCnProducer Nicole FinanVFX Supervisor Ross Denner & Benoit MannequinnLead Technical Director Ross DennernLead Flame Benoit MannequinnCompostior(s) Will Voss Johnson, Katerina ArroyonPreviz (Generalists) Nikki Mull, William Schilthuis, AdamnModeler(s) Kunal Sarkar, Prashant NairnAnimator(s) Ian Wilson, Jonah AustinnTexture Damian Boyle, David Mayhew, Inigo Vimal Roy, Raju Ganesh S.nLighter(s) Fred DurandnRoto Brinda Ravichandran, Sathya NarayannGFX Fur: Dameon BoylenParticles John Cherniack, Cristian Hinz Welkens, EdwardnnEditorialnEditorial Company PsyopnEditor Brett NicollettinnTelecinenTelecine Company MPCnColorist Mark GethinnnMusicnMusic Company LiquidnnAbout PsyopnPsyop helps brands and agencies connect with consumers and solve business and marketing problems by telling compelling stories and building engaging worlds, using whatever techniques and media are appropriate. Skilled in animation, design, illustration, 3D, 2D and live action production — and seamlessly combining some or all of these — Psyop takes a unique, tailored approach to each and every project. www.psyop.tv
Rachele Greenberg Psyop 212.533.9055 ext. 272 Contact Rachele via email
Who Needs Los Angeles? We Do.
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 LA 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 incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More