{"id":4601,"date":"2010-06-10T18:30:31","date_gmt":"2010-06-10T17:30:31","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=4601"},"modified":"2013-03-12T13:02:24","modified_gmt":"2013-03-12T13:02:24","slug":"rodent-rap","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=4601","title":{"rendered":"Rodent rap"},"content":{"rendered":"

Framestore has spent three months creating 45 photoreal CG rodent rap stars for David & Goliath\u2019s hilarious new Kia Soul spot, This or That<\/em>.<\/p>\n

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The eye-catching spot was directed by Partizan\u2019s Antoine Bardou-Jacquet.\u2028\u2028Based on Black Sheep\u2019s classic 1991 rap \u2018The Choice is Yours\u2019, the spots sees three king-of-the-ghetto hamsters use the track\u2019s lyrics of \u2018You can get with this… or you can get with that\u2019 to compare the Kia Soul\u2019s cool credentials against alternative modes of transport, such as a toaster on wheels. The hero rapping hamsters are surrounded by all that the urban life of Hamsterdam has to offer: everything from fellow hamsters playing street basketball to hoity-toity hamsters-that-lunch raising their eyebrows as the rappers sweep by in their Kia Soul.<\/p>\n

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From a total of 53 VFX shots, 45 required CG hamsters. The hero rodents were realised by shooting actors in hamster-proportioned costumes with bluescreen covering the areas where the CG hamsters parts would be visible – face, hands and legs. These were then painstakingly body tracked and the CG models applied. All the remaining background hamsters are CG.<\/p>\n

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With three hero characters, 10 background hamsters and numerous CG vehicles in any one shot, huge reliance fell upon Framestore\u2019s world-class animators and TD\u2019s. \u2028\u2028As always, creating photoreal CG fur posed a big challenge. Knowing the spot would be screened at cinema resolution added even more pressure as this fur would have to stand-up to extremely hi-res inspection, especially in close-up shots. Having worked on the last hamster-themed Kia campaign, Framestore\u2019s CG team evolved its methods by developing a new set of fur grooming tools to work with Houdini\u2019s native renderer, Mantra, rather than the previously used Renderman.<\/p>\n

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Such fine detail across such broad scale required immense skill and significant rendering, so Framestore used Nuke to cope with the production\u2019s heavy-duty compositing requirements. Nuke enabled working with high dynamic range renders straight from 3D, so giving a greater control over CG elements at the compositing stage. Additionally, Nuke benefits from the same CG render farm thereby increasing render efficiency.<\/p>\n

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Flame was used extensively to rework shoot locations with added streets and buildings so as to create a bigger city vista. Evidence of humans, like people, cars and reflections, also had to be stripped out using Flame and also Nuke\u2019s 3D features to re-project cleaned elements. Finally, Flame brought in all the Nuke composites to perform the final online prior to Dave Ludlam\u2019s master-grade in Spirit.<\/p>\n

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Framestore\u2019s exec producer of commercials, Tim Keene, said the major challenge was to develop a fur system and render. \u201c[it had to] adapt to the intricate detail needed for extreme fur close-ups whilst also efficiently adapting to the wide shots that contain multiple hamster renders,\u201d he explained. \u00a0\u201cUnlike last year\u2019s hamster campaign for Kia, these rodents had something to say. And it\u2019s not particularly easy to lip-synch animals when their mouths are shaped so completely differently from the humans that they are mimicking; especially when the lip-synch has to be delivered with phat rap attitude. But, having said all that, making hamsters rap was a lot of fun.\u201d<\/p>\n

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Visit Framestore<\/p>\n

Visit Partizan<\/a><\/p>\n

See more by Framestore on Fired By Design<\/a><\/p>\n

 <\/p>\n

Bright Sparks<\/strong><\/p>\n

Antoine Bardou-Jacquet<\/a><\/p>\n

Tim Keene<\/a><\/p>\n

Metadata<\/strong><\/em><\/p>\n

Agency David And Goliath LA<\/em><\/p>\n

Agency producer Carol Lombard and Paul Albanese<\/em><\/p>\n

Production company Partizan<\/em><\/p>\n

Director Antoine Bardou-Jacquet<\/em><\/p>\n

Producer Michelle Robb<\/em><\/p>\n

VFX Framestore<\/em><\/p>\n

TELECINE Framestore<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Framestore has spent three months creating 45 photoreal CG rodent rap stars for David & Goliath\u2019s hilarious new Kia Soul spot, This or That.<\/p>\n","protected":false},"author":129,"featured_media":4610,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[27,642,646,641,640,38,643,409,410,2950,645,644,205],"class_list":["post-4601","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vfx-projects","tag-ad-spot","tag-animators","tag-antoine-bardou-jacquet","tag-bluescreen","tag-cg-models","tag-flame","tag-grooming-tools","tag-houdini","tag-mantra","tag-nuke","tag-partizan","tag-rodents","tag-vfx"],"yoast_head":"\nRodent rap - 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=4601\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Rodent rap - 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