Summary
Consider yourself warned - strolling down the street with your mobile devise in hand can cause buildings to spontaneously collapse and parking meters to expand. Or at least that is what we'll have you believe after viewing the Mill LA's recent masterpiece. Directed by Rupert Sanders, the CG-heavy spot cleverly reminds Verizon users that service is around every corner.
The project was collaborative from the get go, with Rupert,
McGarryBowen, and our creative team designing sketches of each
individual element that would be featured in the spot. To
make sure the transmitters and receivers were placed accurately,
the production team shot both clean plates and stand-in props,
which were then converted into CG elements. Head of 3D Robert Sethi
and his staff of artists created numerous parabolic dishes and
antennas, via projection, ultimately producing twice the assets
actually used. One notable feature was finding a balance for
the machines, so they felt alive, without overdoing the behavioral
traits found in standard animated characters. The team rigged
up the mechanical elements so they would have a lot of moving
parts, while still maintaining their raw quality.
The final touches to bring further reality to this topsy-turvy
setting, came from the 2D teams, led by Flame Artist Chris Knight
and Nuke Artist Becky Porter, who added light effects, dust
particles, shadows and composted the animations into the live
action scenes.
"Towers" launched the company's new "Rule the Air" campaign,
replacing the lwell-known "Can you hear me now?".
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