{"id":3780,"date":"2010-02-16T20:03:20","date_gmt":"2010-02-16T20:03:20","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=3780"},"modified":"2010-02-16T20:07:19","modified_gmt":"2010-02-16T20:07:19","slug":"natural-growth-2","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=3780","title":{"rendered":"Natural growth"},"content":{"rendered":"<p>Rushes has met a number of complex 3D and compositing challenges in the postproduction for a campaign of six separate Daily Mail commercials.\u00a0M&amp;C Saatchi and production company Great Guns commissioned Rushes to complete the films.<!--more--><\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/Daily_Mail_-3.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-3782 lazyload\" title=\"Daily_Mail_-3\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/Daily_Mail_-3.jpg?resize=354%2C217&#038;ssl=1\" alt=\"\" width=\"354\" height=\"217\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 354px; --smush-placeholder-aspect-ratio: 354\/217;\" \/><\/a><\/p>\n<p>For the \u2018Good Health\u2019 film Rushes was tasked with re-creating a camomile flower and then transforming it from withered and dead to a fresh bloom containing within it a beautiful naked woman. To achieve this, the flower had to be created entirely in 3D using Maya and Pixar\u2019s Renderman and then combined with a live action crane move to create a seamless result.<\/p>\n<p>Callum Macdiarmid, the campaign series director, wanted to have a very naturalistic and strong lighting scheme for all the films, so the Rushes team worked using multiple passes to create the impression of very strong backlighting throughout.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/Daily_Mail_-5.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-3784 lazyload\" title=\"Daily_Mail_-5\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/Daily_Mail_-5.jpg?resize=354%2C217&#038;ssl=1\" alt=\"\" width=\"354\" height=\"217\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 354px; --smush-placeholder-aspect-ratio: 354\/217;\" \/><\/a><\/p>\n<p>For the \u2018Money Mail\u2019 film Rushes had to design and build an oak tree, starting from a small shoot, breaking through the studio floor and growing money instead of leaves as it progresses to its full majesty. This highly complex series of shots took over seven weeks to complete.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/Daily_Mail_-4.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-3783 lazyload\" title=\"Daily_Mail_-4\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/Daily_Mail_-4.jpg?resize=354%2C217&#038;ssl=1\" alt=\"\" width=\"354\" height=\"217\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 354px; --smush-placeholder-aspect-ratio: 354\/217;\" \/><\/a>Andy Hargreaves, newly appointed as lead 3D artist at Rushes, said the most significant difficulty with Money Mail fundamentally came from having to evolve a huge, old oak tree from a tiny sapling.\u00a0\u00a0 \u201cBy blocking out the edit very early on in the process however, we were able to divide the commercial into a series of discrete shots which we could tackle on an individual basis,\u201d he explained.\u00a0\u00a0\u201cThis divided the tree into its various stages of life meaning we didn&#8217;t have to deal with one continuous growth.\u201d<\/p>\n<p>\u201cDespite all this, we still had to create a fully CG oak tree for the final shot of the commercial which ultimately had to be created from scratch, by hand,\u201d continued Hargreaves.\u00a0\u00a0\u201cThe shape of the tree, the size and positioning of the leaves and their movement were all specified by the client and therefore had to be fully flexible and versatile.\u00a0\u00a0 Although various techniques were employed, including the use of particle instancing, texturing and a series of deformers, in the end there was no escaping having to hand place and animate hundreds of leaves.\u00a0\u00a0 Due to the sheer scale of the scene and number of leaves the final tree was split into a series of separate layers for rendering in order to optimise the render times.\u00a0\u00a0 The layers were then composited together again in Shake, using a separate ambient occlusion pass and depth pass to give the tree even more scale and volume.\u201d<\/p>\n<p><a title=\"Rushes VFX work\" href=\"https:\/\/firedbydesign.com\/?s=%22rushes%22+%22vfx%22&amp;submit.x=0&amp;submit.y=0&amp;submit=Search\" target=\"_blank\">See more work by Rushes on Fired By Design<\/a><\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/image001.jpg?ssl=1\"><br \/>\n<img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-3788 lazyload\" title=\"image001\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/image001.jpg?resize=354%2C217&#038;ssl=1\" alt=\"\" width=\"354\" height=\"217\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 354px; --smush-placeholder-aspect-ratio: 354\/217;\" \/><\/a> <a href=\"https:\/\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/Daily_Mail_-7.jpg\"><\/a><\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/Daily_Mail_-7.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-3786 lazyload\" title=\"Daily_Mail_-7\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/Daily_Mail_-7.jpg?resize=354%2C217&#038;ssl=1\" alt=\"\" width=\"354\" height=\"217\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 354px; --smush-placeholder-aspect-ratio: 354\/217;\" \/><\/a><\/p>\n<p><a href=\"https:\/\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/Daily_Mail_-7.jpg\"><\/a> <a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/Daily_Mail_-6.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-3785 lazyload\" title=\"Daily_Mail_-6\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2010\/02\/Daily_Mail_-6.jpg?resize=354%2C217&#038;ssl=1\" alt=\"\" width=\"354\" height=\"217\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 354px; --smush-placeholder-aspect-ratio: 354\/217;\" \/><\/a><\/p>\n<p><a title=\"Rushes\" href=\"http:\/\/www.rushes.co.uk\/\" target=\"_blank\">Visit Rushes<\/a><\/p>\n<p style=\"padding: 2px 6px 4px 6px; color: #555555; background-color: #eeeeee; border: #dddddd 2px solid;\">\n<address><strong> Metadata<\/strong><\/address>\n<address>Production Title:\u00a0 Good Health &amp; Money Mail<\/address>\n<address> <\/address>\n<address>Agency:\u00a0 M&amp;C Saatchi<\/address>\n<address>Agency Producer: Charlie Macpherson<\/address>\n<address>Art Director:\u00a0Tiger Savage<\/address>\n<address> <\/address>\n<address>Production Company:\u00a0Great Guns<\/address>\n<address>Director:Callum Macdiarmid<\/address>\n<address> <\/address>\n<address>Post Production:\u00a0\u00a0Rushes<\/address>\n<address>Rushes Producer:Frankie Limata<\/address>\n<address>3D Animation:\u00a0Jonathan Privett\u00a0 &amp; Andy Hargreaves<\/address>\n<address>Graphics:\u00a0\u00a0Jonathan Privett \u00a0&amp; Andy Hargreaves<\/address>\n<address>Colourist\/Grading:\u00a0Simone Grattarola<\/address>\n<p style=\"padding: 2px 6px 4px 6px; color: #555555; background-color: #eeeeee; border: #dddddd 2px solid;\">\n","protected":false},"excerpt":{"rendered":"<p>Rushes has met a number of complex 3D and compositing challenges in the postproduction for a campaign of six separate Daily Mail commercials.<\/p>\n","protected":false},"author":129,"featured_media":3782,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[27,32,49,113,269,205],"class_list":["post-3780","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vfx-projects","tag-ad-spot","tag-compositing","tag-maya","tag-rendering","tag-shake","tag-vfx"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Natural growth - 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=3780\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Natural growth - Fired By Design\" \/>\n<meta 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