Director:
Paul Mitchell
Production Company:
Mill+
Agency:
TBWA\Chiat\Day
Gatorade's first animation based campaign, it's a fresh approach from both a creative and technical standpoint. An exciting project for Mill+, who worked incredibly closely with the creatives at TBWA\CHIAT\DAY from beginning to end, Paul explained: "This project required the whole range of abilities from the studio, from the creation of the concept's visual style to the live-action direction. We used everything from HDR and witness cameras to a motion capture shoot and body scans - all comprehensive behind the scenes work to gather information for creating these fluid effects."
"These new Gatorade 'Fierce' spots are not just exciting technical commercials but powerful crescendoes of sporting moments. So, throughout the project, we kept going back to the questions "What is the essence of Fierce?" and "What is the story we're telling?" to maintain both elements. We were always looking to build the tension and push the moments further. It was an incredible challenge for The Mill and Mill+ and drew on all our strengths in both technical skill and creative storytelling."
Josh Hatton, shoot supervisor and 3D lead artist, further detailed the technical process: "This effect hasn't really been done before, so it was challenging trying to pin down the exact look of the spots in our preparation. But we did have ideas as to how it should look, so we generated style frames of key moments in the action, enabling us to talk through the concept and set a look to aim for. From there, we drew up draft storyboards to help tell the story until we landed on the resulting concept."
"The liquid is a character in its own right. And ultimately, after intense development, the behavior of the liquid became more magical in its style. It's a lighter-weight effect than actual water would be, which gave us more fluid movement and, therefore, more dramatic visuals."
Head to The Fierce Collective to find out more.
Agency: TBWA\Chiat\Day
Executive Producer: Sarah Patterson
Producers: Lacy Plunk, Garrison Askew
Global Creative Director: Jayanta Jenkins
Executive Creative Director: Brent Anderson
Chief Creative Officer: John Norman
Associate Creative Director/Art Director: Javier Castillo
Copy Writer: Scott Cleveland
Executive Project Manager: Karen Thomas
Group Account Director: Blake Crosbie
Account Executive: Robyn Baker
Production Company: Mill+
Director: Paul Mitchell
Producer: Richard Berman
Director of Photography: Joost Van Gelder
Senior Executive Producer: Sue Troyan
Executive Producer: Kim Wildenburg
Editing Company: Mill+
Editor: Victor Jory
Edit Assist: Luke Kraman
Senior Executive Producer: Sue Troyan
Executive Producer: Kim Wildenburg
Producer: Leighton Greer
Shoot Supervisor: Josh Hatton
Creative Director: Paul Mitchell
2D Lead Artist: Martin Karlsson
3D Lead Artists: Josh Hatton, David Lawson, Phill Mayer
2D Artists: Daniel Lang, Daniel Rascjko, Dag Ivarsoy, Kevin Flores, Patrick Heinen, Tim Bird
3D Artists: Alaina Hower, Alvaro Segura, Brett Angelillis, James Ma, Jeffrey Lee, Jonah Austin, Juan Zavala, Katie Yancey, Martin Rivera, Meng Lu, Mike Di Nocco, Milton Ramirez, Nicholas Avallone, Phil Mayer, Rich Shallcross, Takumi Kimura, Todd Dufour, Yorie Kumalasari, Hartwell Durfor
Assist: Jenna Kind
Animation Lead: Juan Zavala
Production Coordinators: Jefferis Gray, Jillian Lynes
Executive Producer, Colour: LaRue Anderson
Colour Producer: Natalie Westerfield
Colourists: Adam Scott, Shane Reed