Digital Domain teamed up with ad agency Crispin Porter + Bogusky and director Rob Cohen on a Transformers tie-in campaign to promote Burger King’s Transform Your Way scratch-and-win game.
The spots “Money Mayhem” and “Truck Shaker” show a broiler in the Burger King kitchen that “transforms” into a giant robot version of the chain’s US trademark icon BK King, before exploding through the restaurant’s walls to present a formidable cash prize to lucky diners leaving the restaurant.
Digital Domain Visual Effects Supervisor Jonah Hall and his team did extensive look development for the Kingbot to ensure he was a recognisable hybrid of the King mascot and a Transformer.
Digital Domain worked closely with the production designers, practical effects team and set builders – many of whom were ‘borrowed’ from the movie’s below-the-line team – to determine how large the Kingbot should be so everything would scale accordingly.
The set builders created a fake extension to the Burger King restaurant then Hall and his team did previz to determine how the robot should move within the commercial. Based on this rough schematic, Digital Domain drew out areas where the practical explosives would ultimately detonate.
“These Burger King promos were a lot of fun, in large part because we had dialogue and sync sound, and we got to work with actors,” said Jonah Hall, Visual Effects Supervisor at Digital Domain. “Rob Cohen and the production team at The Institute wanted these spots to be very cinematic, right down to the decision to shoot in wide-screen anamorphic and by paying special attention to framing, action and camera moves. He also had Amir Mokri, his DP from ‘The Fast and the Furious,’ shoot the campaign.”
In addition to the TV spots, Digital Domain is also providing an animated sequence featuring the Kingbot that can be viewed at www.bktransformers.com
Client: Burger King Corporation Advertising Agency: Crispin, Porter, + Bogusky/Denver, Co
Executive Creative Director: Rob Reilly
VP Creative Director: Bill Wright
VP Creative Director: James Dawson-Hollis
Copywriter: Nathan Dills
Senior Art Director: Matt Denyer
Senior Producer: Chad Hopenwasser
Integrated Producer: Cindi Blondell Production Company: The Institute/Venice, CA
Director: Rob Cohen
Executive Producer: Sam Penfield
Executive Producer: Scott Gardenhour
Producer: Karen Rohrbacher
DP: Amir Mokri Animation & visual effects: Digital Domain, Inc.
President of Commercials, Executive Producer: Ed Ulbrich
Executive Producer / Head of Production: Karen Anderson
Visual Effects Supervisor: Jonah Hall
Visual Effects Producer: Melanie La Rue
CG Supervisor: Brad Hayes
VFX Coordinator: Stephanie Escobar
Sr. Flame Artist: Andrew Eksner
Sr. Flame Artist: Jeff Heusser
Flame Artist: Matthew J.D. Bramante
Lead Animator: Marc Perrera
Animator: Dan Patterson
FX Animator: James Atkinson
FX Animator: Jun Watanabe
Digital Artist: Casey Benn
Digital Artist: Adrian Dimond
Digital Artist: Jon Gourley
Digital Artist: John Lima
Digital Artist: Masa Narita
Digital Artist: Tim Nassauer
Digital Artist: Chris Norpchen
Digital Artist: Brian White
Matte Painter: Chris Duncan
Matte Painter: Dark Hoffman
Nuke Compositor: Rafael F. Colón
Nuke Compositor: Jacquie Cooper
Nuke Compositor: Michael Morehouse
Graphic Artist: Cody Williams
Roto Artist: Hilery Johnson Copeland
Roto Artist: Karin Last
Roto Artist: Rob Liscombe
On Set Tracker: Scott Gsop Edelstein Editing: Nomad/Santa Monica, CA
Editor: Tom Muldoon & Jason Painter
Executive Producer: Susye Melega
Producer: Nicole Steele Sound Design: Soundelux/Hollywood, CA
Sound Designer: Scott Gershin Audio Post/Mix: Lime/Santa Monica, CA
Mixer: Sam Casas
Executive Producer: Bruce Horwitz
© 2009 – 2017, Michael Burns. All rights reserved.