Our latest collaboration with BBH for the stylish new Audi A6 Avant spot, 'Hummingbird', required teams from across The Mill to come together to create Director Daniel Barber's vision of an elegant mechanical bird living in a magical surrealist world.
The on-air campaign breaks on Saturday 1st October
during ITV1's coverage of the Rugby World Cup and includes both 60
second and 30 versions.
From the very beginning of the project, we helped develop the
concept; working closely with Oscar-nominated director Daniel
Barber and the BBH creative team of Nick Kidney, Kevin Stark, Paul
Yull and Adi Birkinshaw. Our brief was to imagine what a bird
designed by Audi would look like and to reflect the car's
ultra-lightweight technology. Once our Art and Design teams
had brought the bird to life, the challenge faced by our 3D team
was to animate the bird made from mechanical and car parts.
The Director was keen that the bird's movement should be
playful, elegant and agile - and sometimes a bit cheeky - echoing
the Audi A6 Avant's lightweight construction. Once this was
achieved, we then set about creating the surrealist world for the
Audi bird to fly through. The brief required strong real elements,
such as sun and light, so the overall effect would appear unique as
well as believable.
Due to the sheer scale of this fully CG commercial project, we
turned to our talented Nuke compositing team as the Nuke workflow
lent itself perfectly to this spot. Not only did it allow us to
composite our CG renders quickly and realistically, but it also
enabled us to mobilise a large team to plan and map each version of
the commercial and individual shots in detail.
VFX Producer Rahel Makonnen added, "It was a huge, creatively
challenging and delightful project to be a part of, requiring the
talents of many teams from around The Mill. We are so pleased
to have helped bring the spot to life in all of its magical