Old Spice collaborated with the creative's at Weiden+Kennedy and The Mill to produce five entertaining spots featuring Greg Jennings of the Green Bay Packers. The resilient and impressive athlete handles every challenge by simply believing in him"SMELF".
Director:
Ulf Johansson
Production Company:
Smith & Jones Films, Inc.
Agency:
Wieden & Kennedy
There was however a substantial amount of compositing that went into multiple passes for hands, head and body to get the best performance out of the piece. The Mill also worked a lot on the textures of the sidewalk and its surroundings as well as refining all of the seams where Greg's head, hands and body met the cement including tracking splashes of cement and dirt onto his neck and arms.
'Cement' was mostly achieved in-camera by creating an elevated sidewalk that Greg could stand under giving the illusion that he was buried in cement.
The final Old Spice pack shots were recreated and enhanced - work that included replacing all of the labels and adding suds to the packs as well as additional lighting and shadow work.
In the end the Zen strength of Greg Jennings not only inspires, but also offers a solution for those that perspire.
Agency: Wieden & Kennedy
Production Company: Smith & Jones Films, Inc.
Director: Ulf Johansson
Executive Producer: Philippa Smith
Director of Photography: Andrzej Sekula
Line Producer: Megan Moore
Editing Company: Procter & Gamble
VFX & Design: The Mill
Executive Producer: Sue Troyan
VFX Producer: Adam Reeb
Shoot Supervisor: Chris Knight
2D Lead Artists Tim Davies
2D Artists: Andy Bate, Ben Smith, Trent Shumway
3D Artists: Justin Wentz, Thomas Briggs, Matthew Longwell, Martin Rivera, Kenzie Chen, Jason Jansky, Natalie Eagan, Matt Bohnert
Coordinator: Gabriel Libitsky