Winner - Gold Award, Filmcraft (Special Effects), Goafest 2011
Prime Focus has delivered a new ad campaign from Wieden + Kennedy for IndiGo Airlines. The spot, which is titled 'On Time', was directed by Harvey B-Brown for Bang Bang Films.
The brief given to the Prime Focus VFX team was to ensure the ad emphasized the colors and costumes of the 60's and 70's look. "We had to make sure that all the characters - from the stewardess, to the chef, to the pilot, ground personnel and passengers - were modeled and blended well with the conveyor belt environment which was also created from scratch in 3D. The purpose was to make it all very stylish and real" said Merzin Tavaria, Chief Creative Director, Prime Focus.
Talking about the execution, VFX Supervisor Mahesh Baria said: "The opening shot was entirely built in CG. The idea was to portray a world that revolves around the conveyer belt and also to create that IndiGo world which is always systematic and on time."
To depict this idea through the ad, the team at Prime Focus started working on various concepts to make the conveyer belt environment vast and larger than life. Once the concept was approved, the team pre-visualized the shots, made basic layouts and presented to Harvey B-Brown, the director.
"We placed live as well as CG characters on the belt and made them move. It was quite tricky to give motion and speed to the belt. The characters were shot against a green screen and stacks of conveyer belts created in CG were then placed in the background. Lighting references were taken from the shoot to match the look and the feel of the CG characters to that of the live action ones and to make them look real" said Merzin.
"The major challenge faced was the finale shot, the complete conveyor belt expanse. This was not conceived initially on the shoot, but instead conceptualized during the post production stage to give the ad a larger than life look and feel and give it a grand ending" said Mahesh.
"The challenge was to match the live action camera movement with the simulated one and to make it look as seamless as possible within the given length of the shot" he added.
The campaign, which has been created by Delhi-based Wieden + Kennedy, conveys the airline's promise of on-time performance and has shown as to how the airline's crew do their job on time, enabling IndiGo's guests to reach their meetings and strike deals on time, which helps India become the world's most powerful economy on time.
A team of over 10 artists delivered this stylish ad campaign 'On Time' in 2 weeks.
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