Mill+ has teamed up with BBDO NY and PETA to create an astonishing and groundbreaking new spot "98% Human"
"98% Human" is part of PETA's commitment to stop primates being
used within the entertainment industries as actors.
The Mill+ team alongside BBDO NY, embarked on an incredibly
ambitious journey to create a truly photo-real chimpanzee. The
result was a completely life like chimpanzee - 100% CGI.
The spot focuses on the use of primates and is part of PETA's
campaign "The Great Ape Pledge" which drives viewers to the newly
developed microsite www.greatapepledge.org where they can register
to take the pledge and stop the use of primates as actors.
"98% Human" is a fully integrated campaign that is set to
galvanize the creative industries into pledging to stop the use of
primates as actors, companies already taking the pledge including
BBDO NY and The Mill Group.
The Mill+ team was lead by animation director Angus Kneale and he
explains some of the complexities and new techniques Mill+ created
to bring the photo-real chimpanzee to life.
"This was one of the most exciting and challenging projects I've
ever worked on. Crafting PETA "98% Human" was more than about
creating a totally believable, photo-real CG Chimp. It was about
establishing an emotional connection and empathy with the audience.
In the past we would have used motion capture and mapped a human
actor's performance directly onto the CG character but we wanted to
approach this project in a different way, so we decided to rely on
the skill of our animators for the final chimp performances, only
using an actor for previs.
"We pushed computer graphics imagery to a new level creating
bespoke technology in muscle and skin simulation, higher than any
other project or film to date. We achieved this by developing new
techniques from simulated bloodstreams, skin tension and even
individual pores at the base of every hair on the chimpanzee, all
with the aim to create a creature that is practically
indistinguishable from his flesh and blood counterpart". Find out
more about the research, technology and techniques developed
for the project here.
"98% Human" is a collaboration between the BBDO NY creative team
lead by Toygar Bazarkaya and Mill+ and the spot demonstrates the
partnership between creativity and technology by delivering on
PETA's powerful message that you do not need to use live primates
as actors, now that we can create fully life-like, photo-real
Take a look and take the pledge!
Watch the behind the scenes here.