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What's cuter than a petite lap giraffe who sits next to you on the couch, perched atop a pillow? Absolutely nothing! That wasn't lost on DirecTV or Grey after thousands of people raved about the diminutive creatures on a YouTube post of Opulence, the spot which introduced the exotic pet to viewers in the first place.

"Creating the site was a great way to work across all platforms within The Mill," says Ben Smith, our Creative Director. "It was truly an integrated effort." The Mill's charge was to create entertaining content and direct the live action for the website. This included sourcing and dressing the farm (a petting zoo in Queens, N.Y.), finding props and capturing footage. The footage was then used to create scenarios for the website, allowing 18 unique experiences for the user when logging in to visit the giraffe.  The teams had access to the already created giraffe asset from Opulence, making a much more efficient pipeline for creating the website and Gym.

Gregor's bulging biceps presented a fun challenge for The Mill's team. "The biggest difficulty with creating the muscles for the Oligarch in Gym was finding the balance between making them big and vein-y but still believable," notes Smith. "They had to remain realistic and look like part of the actor's body but be remarkable enough to make the audience notice and laugh at them. We tried many variations until finding exactly the right tone." Another challenge for the animators was recreating all of the diodes in CG so they could move with the now animated muscles.  

The end result - krasivyĭ, nyet?



  • Agency: Grey
  • Producer: David Cardinali
  • Creative Director: Todd Tilford
  • Creatives: Lu Romero, Chris Rubino,


  • Production Company: Uber Content
  • Director: Chris Hooper
  • Producer: Karen Rohrbacher
  • Director of Photography: Alex Maxwell


  • Editing Company: Arcade
  • Editor: Paul Martinez

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • Executive Producer: Adam Isidore
  • VFX Producer: Jared Yeater
  • Shoot Supervisor: Vince Baertson
  • Creative Director: Ben Smith
  • 2D Lead Artists: Evan Schoonmaker
  • 3D Lead Artists: Ben Smith
  • 2D Artists: Melissa Graff
  • 3D Artists: Joshua Merck, Pete Devlin, Tom Bardwell, Tom Kushwa, Santosh Sailesh, Rob Petrie, Joji Tsuruga
  • Colourist: Fergus McCall
  • Assistant Colourists: DJ Miranda and Josh Bohoskey
    Telecine Producer: Claudia Guevara
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11-14 Windmill Street,
London, W1T 2JG

Tel: +44 20 7287 4041

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New York

451 Broadway, 4th/5th/6th Floor,
New York, NY, 10013

Tel: +1 212 337 3210
Fax: +1 646 432 8958

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3233 S. La Cienega Blvd,
Los Angeles, CA, 90016

Tel: +1 310 566 3111
Fax: +1 310 566 3144

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54 West Hubbard Street, Suite 502,
Chicago, IL, 60654

Tel: +1 312 605 8900
Fax: +1 312 822 0882

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