{"id":7955,"date":"2013-01-14T15:29:48","date_gmt":"2013-01-14T15:29:48","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=7955"},"modified":"2016-07-01T11:10:18","modified_gmt":"2016-07-01T10:10:18","slug":"framestore-takes-a-giant-leap-with-buzz-aldrin-for-axe-lynx","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=7955","title":{"rendered":"Framestore takes a giant leap with Buzz Aldrin for Axe & Lynx"},"content":{"rendered":"

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

Framestore has joined forces with BBH and Axe (aka Lynx in the UK) for a global campaign\u00a0where consumers can win a trip into space.\u00a0It launches with an action movie style spot,\u00a0Fireman, where a Hollywood-worthy hero saves a beautiful lady from a burning building only to be upstaged by an average Joe dressed as an astronaut. The mission statement comes in another spot,\u00a0Buzz, which sees Buzz Aldrin tell viewers how to win this astronomical trip of a lifetime.\u00a0Earth is\u00a0next, a completely CG commercial directed in-house at Framestore, that shows the product pack rocketing through space on its way to earth.<\/p>\n

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

 <\/p>\n

Fireman\u00a0was shot in Barcelona and directed through Biscuit London by Tim Godsall. Framestore created fire effects reminiscent of Ron\u00a0Howard\u2019s\u00a01991 movie,\u00a0Back Draft. Led by VFX Supervisor, Chris Redding, and CG Supervisor,\u00a0Dragos\u00a0Stefan, Fireman\u2019s in-camera inferno was enhanced with a VFX fireball that blasts through a door in a cloud of exploding debris.\u00a0Chris Redding created the fireball in Flame using elements from effects rolls before embedding the effect with smoke, dust and fragments of door splinters. \u201cOur main challenge here was in getting the scale of the fire right,\u201d explains Redding. \u201cIt had to be big enough to be dramatic but tempered enough to be realistic and not destroy the heroic fireman.\u201d<\/p>\n

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

Framestore\u2019s Simon Bourne was responsible for crafting the spot\u2019s Hollywood-style grade: \u201cWith\u00a0Fireman, we didn\u2019t just want yellow warmth from the fire to wash over everything. We felt additional colours and contrast would create a real cinematic richness, much like\u00a0Back Draft.\u201d Once the grade had been set, Bourne did a transatlantic remote grade with Godsall in Framestore\u2019s New York office.<\/p>\n

\"\"<\/p>\n

Earth was directed by Framestore\u2019s Chris Redding, Mark\u00a0Beardall\u00a0and Technical Director, Rob Harrington. Together, they recreated an entire galaxy, complete with asteroid belt, planets and comets. Working to the brief of creating a faster-paced version of\u00a02001: A Space Odyssey, Chris Redding mapped out a basic animatic in Flame before handing over to Rob Harrington who used Maya to model CG pack variants and planetary elements.These were then laid out in hi-res over the animatic. Mary\u00a0Swinnerton\u00a0developed the meteors which were fully rendered in CG.<\/p>\n

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

Flame was used to create the interstellar dust and to imbue the packs with a sense of motion that gave them more of a rocket-like feel. This was enhanced with parallax effects like trails and fast moving background elements. Although the spot only runs for 15-seconds, 64 iterations were required to cover pack and brand name variants; work which totalled nearly six minutes\u2019 worth of hi-res animation.<\/p>\n

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

The campaign has been announced, press conference style, by Buzz Aldrin, who claims: \u201cThe Axe Apollo Space Academy [AASA] is looking for regular people like you to go into space. If selected, you\u2019ll be sent to our space camp in Florida for rigorous astronaut training. The top recruits will then be rocketed into sub-orbit in a\u00a0SXC\u00a0spacecraft.\u201d<\/p>\n

The spot, directed by Caviar Content\u2019s Nick Jasenovec, needed some finishing touches from Framestore, with stock footage graded for consistency and the motion graphics team designed and animated the AASA logo.<\/p>\n

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

The competition is now open at\u00a0AXEApollo.com and Lynxapollo.com<\/p>\n

<\/p>\n

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

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

<\/a><\/p>\n

 <\/p>\n

Credits<\/strong>\u00a0<\/address>\n
Agency\u00a0BBHAXE\u00a0Apollo Fireman
\nDirector\u00a0Tim Godsall
\nProduction Company\u00a0Biscuit\u00a0Filmworks
\nVFX\u00a0FramestoreAXE\u00a0Apollo Earth
\nDirector\u00a0Framestore
\nProduction Company\u00a0Framestore
\nVFX\u00a0FramestoreAXE\u00a0Apollo Buzz
\nDirector\u00a0Nick Jasenovec
\nProduction Company\u00a0Caviar
\nVFX\u00a0Framestore<\/address>\n","protected":false},"excerpt":{"rendered":"

Framestore has joined forces with BBH for a global deodorant advertising campaign where consumers can win a trip into space. <\/p>\n","protected":false},"author":129,"featured_media":7970,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[223,2855,68],"tags":[2494,38,607,42,49,205],"class_list":["post-7955","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-postproduction","category-visual-effects-projects","category-vfx-projects","tag-bbh","tag-flame","tag-framestore","tag-grading","tag-maya","tag-vfx"],"yoast_head":"\nFramestore takes a giant leap with Buzz Aldrin for Axe & Lynx - 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=7955\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Framestore takes a giant leap with Buzz Aldrin for Axe & Lynx - 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