{"id":6161,"date":"2011-03-01T21:15:08","date_gmt":"2011-03-01T21:15:08","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=6161"},"modified":"2011-03-01T21:48:08","modified_gmt":"2011-03-01T21:48:08","slug":"cats-with-thumbs","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=6161","title":{"rendered":"Cats with thumbs!"},"content":{"rendered":"<p>MPC, Ulf Johansson and Wieden and Kennedy London have joined forces to create Cravendale\u2019s new integrated campaign, Cats with Thumbs. MPC worked with creatives Sam Heath, Chris Groom, Freddie Powell and Hollie Sayers to boost the kittens\u2019 dexterity and take their acting skills to the next level<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2011\/03\/Still4.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-6169 lazyload\" title=\"Still4\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2011\/03\/Still4.jpg?resize=800%2C450&#038;ssl=1\" alt=\"\" width=\"800\" height=\"450\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still4.jpg?w=800&amp;ssl=1 800w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still4.jpg?resize=520%2C293&amp;ssl=1 520w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still4.jpg?resize=604%2C340&amp;ssl=1 604w\" data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/450;\" \/><\/a><\/p>\n<p>The spot brings to life a man\u2019s mental flight of fancy as he muses on what might happen if cats were to grow opposable thumbs. \u00a0The spot stars a number of polydactyl cats preparing themselves to try to get to the Cravendale milk they so love. The cats perform a range of human-like tasks with their evolved thumbs \u2013 they file their claws, knit, read books on military strategy and click their fingers, West Side Story-style.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2011\/03\/Still5.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-6167 lazyload\" title=\"Still5\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2011\/03\/Still5.jpg?resize=800%2C450&#038;ssl=1\" alt=\"\" width=\"800\" height=\"450\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still5.jpg?w=800&amp;ssl=1 800w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still5.jpg?resize=520%2C293&amp;ssl=1 520w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still5.jpg?resize=604%2C340&amp;ssl=1 604w\" data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/450;\" \/><\/a><\/p>\n<p>The main challenge for this spot was not to use any CG and composite everything from live action plates. \u00a0Pre-production was essential as it allowed MPC to plan each shot as depicted in the storyboard and gave the cat trainer precious time to get the kittens\u2019 acting skills up to scratch. \u00a0Artem built very detailed, matching paws for each of the cats featuring in the commercial, which were used for some of the close-up shots. These were carefully tracked and composited into the cat\u2019s bodies. The real legs of the cats were removed [in post hopefully! -ed.] and then stills and numerous action plates of fur were used to marry them together.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2011\/03\/Still2.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-6168 lazyload\" title=\"Still2\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2011\/03\/Still2.jpg?resize=800%2C450&#038;ssl=1\" alt=\"\" width=\"800\" height=\"450\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still2.jpg?w=800&amp;ssl=1 800w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still2.jpg?resize=520%2C293&amp;ssl=1 520w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still2.jpg?resize=604%2C340&amp;ssl=1 604w\" data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/450;\" \/><\/a><\/p>\n<p>According to the MPC team led by Karmen Markov, the most challenging shot was probably the one where the cats are standing on their back legs and are walking into the house: \u201cWe built various versions of that shot, trying different approaches and using different plates in order to find the best takes to combine as well as the best solutions for compositing, as it was very important to keep the real movement and shape of a cat standing and walking. \u00a0To achieve this we kept away from any warping or morphing and were clever in our use of the shot plates.\u201d<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2011\/03\/Still6.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-6165 lazyload\" title=\"Still6\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2011\/03\/Still6.jpg?resize=800%2C450&#038;ssl=1\" alt=\"\" width=\"800\" height=\"450\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still6.jpg?w=800&amp;ssl=1 800w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still6.jpg?resize=520%2C293&amp;ssl=1 520w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still6.jpg?resize=604%2C340&amp;ssl=1 604w\" data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/450;\" \/><\/a><\/p>\n<p>All the work was done in Flame and Flare with support from Nuke. Head replacements, eyes, matching different takes of the cats and combining them into one seamless performance, were some of the other tasks MPC had in order to tell the story of cats with thumbs, along with clean up and DMPs for set extensions. Finally, Jean Clement Soret did the colour grading for the spot.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2011\/03\/Still3.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-6164 lazyload\" title=\"Still3\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2011\/03\/Still3.jpg?resize=800%2C450&#038;ssl=1\" alt=\"\" width=\"800\" height=\"450\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still3.jpg?w=800&amp;ssl=1 800w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still3.jpg?resize=520%2C293&amp;ssl=1 520w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still3.jpg?resize=604%2C340&amp;ssl=1 604w\" data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/450;\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/www.moving-picture.com\/\" target=\"_blank\">Visit MPC<\/a><\/p>\n<p><a href=\"https:\/\/firedbydesign.com\/snake-charming\/\" target=\"_blank\">See more by MPC on Fired By Design<\/a><\/p>\n<p><a href=\"http:\/\/www.artem.com\/\" target=\"_blank\">Visit Artem<\/a><\/p>\n<p><a href=\"http:\/\/www.wklondon.com\/\" target=\"_blank\">Visit\u00a0Wieden + Kennedy London<\/a><\/p>\n<p><a href=\"http:\/\/www.youtube.com\/watch?v=h6CcxJQq1x8&amp;feature=player_embedded\" target=\"_blank\">View the Spot<\/a><\/p>\n<p style=\"padding: 2px 6px 4px 6px; color: #555555; background-color: #eeeeee; border: #dddddd 2px solid;\"><span style=\"color: #000000;\"><br \/>\n<\/span><\/p>\n<address><strong>Credits<\/strong><\/address>\n<address>Director: Ulf Johansson\u2028<\/address>\n<address>Advertising Agency: WIEDEN + KENNEDY London\u2028<\/address>\n<address>Agency Producer: Lucy Russell\u2028<\/address>\n<address>Creative Directors: Sam Heath and Chris Groom\u2028<\/address>\n<address>Creative Team: Freddie Powell &amp; Hollie Sayers\u2028<\/address>\n<address>DoP: Steve Keith Roach\u2028<\/address>\n<address>Production Company: Smith &amp; Jones Films Ltd\u2028<\/address>\n<address>Production Company Producer: Philippa Smith\u2028<\/address>\n<address>Editor: Russell Ike\u2028\u2028<\/address>\n<address> <\/address>\n<address>Post Production Co: MPC\u2028<\/address>\n<address>Post Production Producer: Josh King\u2028<\/address>\n<address>VFX Supervisor: Kamen Markov \u2028<\/address>\n<address>VFX Team: Heather Goodenough, Michael Gregory, Neil Griffiths, Ryan Hadfield, Kamen Markov, Richard McKeand, Mikael Pettersson\u2028<\/address>\n<address>Telecine: Jean Clement Soret<\/address>\n<address>Models: Artem<\/address>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/www.facebook.com\/bertrumthumbcat\" target=\"_blank\">For more feline action follow leading star Bertrum the cat <\/a><\/p>\n<p style=\"padding: 2px 6px 4px 6px; color: #555555; background-color: #eeeeee; border: #dddddd 2px solid;\">&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Imagine the power felines would have if they developed opposable thumbs! This spot for Cravendale reveals all, with the help of MPC<\/p>\n","protected":false},"author":129,"featured_media":6169,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[1493,1486,1483,1485,1482,1487,1492,1484,1494,1481],"class_list":["post-6161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vfx-projects","tag-artem","tag-cat","tag-cravendale-milk","tag-mental-flight","tag-polydactyl-cats","tag-shot","tag-team","tag-ulf-johansson","tag-visit","tag-wieden-and-kennedy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cats with thumbs! - 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=6161\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Cats with thumbs! - Fired By Design\" \/>\n<meta name=\"twitter:description\" content=\"Imagine the power felines would have if they developed opposable thumbs! This spot for Cravendale reveals all, with the help of MPC\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2011\/03\/Still4.jpg?fit=800%2C450&ssl=1\" \/>\n<meta name=\"twitter:creator\" content=\"@FiredByDesign\" \/>\n<meta name=\"twitter:site\" content=\"@FiredByDesign\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"The Editor\" \/>\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=6161#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=6161\"},\"author\":{\"name\":\"The Editor\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#\\\/schema\\\/person\\\/9360b626bf4ab4cde98ab739484b96e8\"},\"headline\":\"Cats with thumbs!\",\"datePublished\":\"2011-03-01T21:15:08+00:00\",\"dateModified\":\"2011-03-01T21:48:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=6161\"},\"wordCount\":522,\"publisher\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=6161#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/firedbydesign.com\\\/wp-content\\\/uploads\\\/2011\\\/03\\\/Still4.jpg?fit=800%2C450&ssl=1\",\"keywords\":[\"Artem\",\"cat\",\"cravendale milk\",\"mental flight\",\"polydactyl cats\",\"shot\",\"Team\",\"ulf johansson\",\"Visit\",\"wieden and kennedy\"],\"articleSection\":[\"Visual Effects\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/firedbydesign.com\\\/?p=6161\",\"url\":\"https:\\\/\\\/firedbydesign.com\\\/?p=6161\",\"name\":\"Cats with thumbs! 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