A supermarket in a folded world revolving to reveal the 4seven logo: it’s the latest collaboration between MPC, 4Creative and Man vs Machine.
MPC’s VFX team was involved right from the outset of this project, conceptualising the best approach to bring the idea to life. VFX Supervisor Chrys Aldred said: “This was a great challenge for the team. Shooting indoors had its restrictions, but a huge part of our job is finding creative solutions to these sorts of problems.”
The biggest VFX challenge was working out the camera move. Pevious idents programmed a camera to sweep over the environment in a 180 degree arc, but in this case the team was shooting indoors and needed to come up with another solution.
“We decided to shoot two halves using a 90 degree camera angle, firstly from left to right, then again from right to left,” explained Aldred. “We then took the footage and spliced it together to create the bend.”
After the initial pre-vis in Maya, the team shot four dressed shelves in the studio. To ensure uniform appearance of the additional shelves in the final piece, the shelf geometry was then rebuilt in Maya. Nuke was used to re-project the static shelves, giving the team freedom of movement to re-dress the CG shelves with products.
“During the job the ideas flowed,” said Aldred. “The team added details such as an animated orange falling from a shopper’s basket and a gate added to the assistant’s register. This showed the connection between both sides of the bend, as well as drawing attention to the 4seven logo. The signage, walls of the supermarket and lights are completely CG. The team played with lighting and perspective to ensure these elements did not detract from the bend by making them simultaneously inconspicuous and realistic.”
See other work by MPC on Fired By Design
Design and Creative: ManvsMachine/ 4Creative
Creative Directors: Chris Woods and Alice Tonge
Director: Mike Alderson
Producer: Louise Oliver
VFX Producer: Julie Evans
VFX Supervisor: Chrys Aldred
3D Supervisor: Tim Civil
Colourist: George K