{"id":1070,"date":"2009-07-08T01:22:38","date_gmt":"2009-07-08T00:22:38","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=1070"},"modified":"2017-04-28T11:00:07","modified_gmt":"2017-04-28T10:00:07","slug":"liquid-motion","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=1070","title":{"rendered":"Liquid motion"},"content":{"rendered":"

Stardust Studios and JWT London have released the latest in a series of broadcast spots for Shell, featuring artistic fluid effects <\/p>\n

\"shellp2m\"<\/a><\/p>\n

JWT’s creative team, which consists of global creative director Jaspar Shelbourne, art directors Andy Huntindon and Martin Smith, head of broadcast Dean Baker and assistant producer Jack Bayley, devised the campaign, named “Get the most out of every drop.” To date, Stardust has delivered five “Fuel Economy” and six “Performance” versions of each commercial, all of which were directed by Stardust’s New York-based creative director Alan Bibby.<\/p>\n

\"shellp1m\"<\/a><\/p>\n

Following the agency’s vision, each campaign spot begins by showing a drop of fuel falling onto a piece of paper to colourfully reveal live-action vignettes conveying consumers’ everyday journeys. The director revealed that the client and agency wanted the vignettes to look as though they were created by fluids, while also wanting viewers to see and feel the real emotions of the actors in typical consumer situations.<\/p>\n

\u201cWe experimented with 2D and 3D CG solutions, particles and CGI cloth,” said Bibby.\u00a0 “The goal of keeping the feeling real and organic led us to shoot real footage on location and combine it with footage of ink spreading across paper.”<\/p>\n

\u201cTo give us everything we needed to fulfill our objectives, while we were shooting the live-action vignettes on numerous locations in and around LA, we did an elements shoot in NYC to create the flowing ink that we used to create and colour the footage, and seamlessly transition from one scene to the next.\u201d
\n\"shellp4m\"<\/a> Bibby and his crew, including live-action producer Richard Kaylor and directors of photography Bryan Newman (“Fuel Economy”) and Neil Shapiro (“Performance”), shot their location footage using Sony F35 and RED One digital camera packages.<\/p>\n

“Even though we knew we were going to treat the footage heavily, the client really wanted the reality of the real world to come through,” said Bibby.\u00a0 “As a result, we needed a wide variety of shots to tell the story, all related to the driving experience and the different situations drivers find themselves in.\u00a0 To capture that footage, we used a process trailer to get interiors of our talent driving through the city, cranes to get overhead shots, and helicopters to get sweeping vistas.\u00a0 Also, a Pursuit Systems rig using a Porsche Cayenne Turbo, which had a 15-foot techno on its roof, was very helpful in capturing our car-to-car footage.”
\n\"shellp3m\"<\/a>
\nArtists in Stardust’s NYC studio then tracked the selected live-action footage in 3D software, and rotoscoped out each element.\u00a0 “From there, a master camera was created for blocking in After Effects, and each shot was composited with the ink elements acting both as texture and as mattes to reveal the footage,” Bibby added.
\n\"shellp5m\"<\/a> “This campaign has been a massive undertaking, both artistically and logistically, and collaborating with JWT London has been a great experience,” Bibby concluded.\u00a0 “They’re talented and driven people who were really committed to pushing the creative.”<\/p>\n

All spots feature music from Goldfrapp, and were mixed by Owen Griffiths of London’s Jungle Studios.<\/p>\n

[vimeo]http:\/\/www.vimeo.com\/5493672 [\/vimeo]<\/p>\n

\n

Metadata<\/strong><\/address>\n
Title\u00a0 “Performance: V Power”<\/address>\n
Client: Shell<\/address>\n
Ad Agency:\u00a0 JWT London
\nGroup Creative Director:\u00a0 Jaspar Shelbourne
\nArt Directors:\u00a0 Andy Huntindon, Martin Smith
\nHead of Production:\u00a0 Dean Baker
\nAssistant Producer:\u00a0 Jack Bayley<\/p>\n

Production Company:\u00a0 Stardust Studios
\nDirector\/Creative Director:\u00a0 Alan Bibby
\nLive Action Producer:\u00a0 Rich Kaylor
\nDirector of Photography:\u00a0 Brian Newman
\nExecutive Producer:\u00a0 Mike Eastwood
\nHead of Production:\u00a0 Beth Vogt
\nSenior Producer:\u00a0 Greg Heffron
\nAssistant Producer:\u00a0 Ryan McRee
\nEditors:\u00a0 Andrew Borin, Patrick Burns, Jr.
\nDesigners:\u00a0 Aaron Mauer, Julene Bello, Oliver Schroeder, Danny Ruiz, Dustin Lindblad, Bryan Louie
\nStoryboard Artist\/Illustrator:\u00a0 Glenn Urieta
\n3D Modeling\/Lighting\/Animation:\u00a0 Mark Rohrer
\nTracking:\u00a0 Weichieh Yu
\n2D Animators\/Compositors:\u00a0 Tim Regan, Tonya Smay, Marco Giampaolo, Bashir Hamid, Rick Malwitz
\nRotoscoping:\u00a0 FX3X – Macedonia<\/p>\n

Music Company:\u00a0\u00a0 Warner Chappell
\nComposer:\u00a0 Alison Goldfrapp and William Gregory<\/p>\n

Final Mix Company:\u00a0 Jungle Studios
\nMixer:\u00a0 Owen Griffiths<\/p>\n<\/address>\n","protected":false},"excerpt":{"rendered":"

Stardust Studios and JWT London have released the latest in a series of broadcast spots for Shell, featuring artistic fluid effects<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,7,50],"tags":[26,27,32,2941,58],"class_list":["post-1070","post","type-post","status-publish","format-standard","hentry","category-exposure-news","category-inspiration","category-motion-graphics-projects","tag-adobe","tag-ad-spot","tag-compositing","tag-motion-graphics-projects","tag-red-camera"],"yoast_head":"\nLiquid motion - Fired By Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/firedbydesign.com\/?p=1070\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Liquid motion - Fired By Design\" \/>\n<meta name=\"twitter:description\" content=\"Stardust Studios and JWT London have released the latest in a series of broadcast spots for Shell, featuring artistic fluid effects\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/firedbydesign.com\/fbdimg\/HLIC\/83b8296ad87c909983b9b99522463c41.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/FiredByDesign\" \/>\n<meta name=\"twitter:site\" content=\"@FiredByDesign\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michael Burns\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1070#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1070\"},\"author\":{\"name\":\"Michael Burns\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/person\\\/dc617cf566faacb8231dc288818530f1\"},\"headline\":\"Liquid motion\",\"datePublished\":\"2009-07-08T00:22:38+00:00\",\"dateModified\":\"2017-04-28T10:00:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1070\"},\"wordCount\":650,\"publisher\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1070#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/firedbydesign.com\\\/fbdimg\\\/HLIC\\\/83b8296ad87c909983b9b99522463c41.jpg\",\"keywords\":[\"adobe\",\"advertising\",\"compositing\",\"Motion Graphics\",\"red camera\"],\"articleSection\":[\"Exposure\",\"Inspiration\",\"Motion Graphics\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1070\",\"url\":\"https:\\\/\\\/firedbydesign.com\\\/?p=1070\",\"name\":\"Liquid motion - 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