Shop victoriously on Ebay. It’s better when you win it! A jubilant message is carried in this five-spot campaign to remind punters of the joys of shopping on the Ebay online auction site. Of this series of quirky commercials released in the US, ‘Fox Hunt’ and ‘Dog Race’ showed in cinemas; and ‘Hail Mary’, ‘State Fair’, and ‘Award Show’ were released in HD.
Directed by Traktor, whose style is largely performance driven,
the campaign takes a fantastical look at disparate Ebay customers
passionately competing for a variety of desirable items, from an
Evel Knievel lunchbox to a bright red sports car. Since Traktor had
total freedom to shoot without technical restraints, a priority for
The Mill was the collection of on-set data, such as camera height,
lighting, texture reference, scale, and other parameters. Careful
surveying of the sets allowed The Mill team to rebuild precisely
what was necessary.
The Mill NY team had to create crowds, such as those surrounding
the action in 'Dog Race' and 'Hail Mary.' VFX Supervisor Aron
Hjartarson travelled to various stadiums, working with Traktor to
determine, shot-by-shot, which areas had to be shot as live-action
and which could be populated with CG. 'We had to be as unobtrusive
as possible, letting the director of photography Ben Seresin shoot
the crowds as if they were really there,' Hjartarson explains.
'Rather than shooting lock-off, the camera was always on the move,
following the fast-paced action with a tight lens and lots of
visual impact to make the end result more authentic.'