To The Top

Brief

Create a 60second commercial for accountancy firm PWC based on a creative by Ogilvy Mather.

A man is carried to the top of business on a magical pathway which representing PWC.

He climbs a ladder which appears in front of him

Walks across a bridge in the sky.

Glides up a flight of stairs

Arriving at the pinnacle of his efforts a conqueror…

Ready to survey the world of commerce and business beneath of him

 

Response

 

I directed this piece and oversaw the edit, vfx, grade and V/O record.

Based on the brief from the creative team I wanted to create a stylised depopulated world where this type of fantastical story could unfold. I also wanted to use unusual angles, reflections and jump cuts to accentuate the journey, choices and challenges a business protagonist might face as well as engender pace and dynamism in the piece.

 

Technical

 

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As the director on this project it was an fantastic new challenge working with a VFX supervisor to create the effects that would communicate my ideas for the look and feel of the piece.

Here is a comparison of pre-vis and completed comps of the work  that gives an idea of the effects we created.

ladderPre-vis                                                                                      Final comp

sky-walkPre-vis                                                                                    Final comp

stairs-upPre-vis                                                                                      Final comp

balcony-2Pre-vis                                                                                       Final comp

balconyPre-vis                                                                                         Final comp

 

The Shoot

We had a great locations for the shoot  in central London and I was able to get all of the shots we needed  thanks to the efficient and professional FLETCHERWILSON crew.

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For speed of shooting I wanted to shoot on a Zoom and the Arri Alura 45-250 gave us the range and quality I wanted.

For the quality of the final image for VFX work and HD delivery we shot 4K on the Sony F55.

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Phil and Joe set up the camera. The massive Alura lens was always a two hand task.

In one section I wanted a practical effect of the protagonist’s feet gliding across the floor on the moving walk way. For this effect we devised a way to get the reflections and movement on the shoes and legs  as we tracked through the space.

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