{"id":8112,"date":"2013-02-15T10:05:59","date_gmt":"2013-02-15T10:05:59","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=8112"},"modified":"2014-05-01T21:24:39","modified_gmt":"2014-05-01T20:24:39","slug":"box-shifting","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=8112","title":{"rendered":"Box shifting"},"content":{"rendered":"<p>A supermarket in\u00a0 a folded world revolving to reveal the 4seven logo: it&#8217;s the latest collaboration between MPC, 4Creative and Man vs Machine.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2013\/02\/MPC_4Creative_Still1.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-8114 lazyload\" alt=\"4seven VFX by MPC \" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2013\/02\/MPC_4Creative_Still1.jpg?resize=600%2C338&#038;ssl=1\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2013\/02\/MPC_4Creative_Still1.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2013\/02\/MPC_4Creative_Still1.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><\/a><\/p>\n<p>MPC\u2019s VFX team was involved right from the outset of this project, conceptualising the best approach to bring the idea to life. VFX Supervisor Chrys Aldred said: \u201cThis was a great challenge for the team. Shooting indoors had its restrictions, but a huge part of our job is finding creative solutions to these sorts of problems.\u201d<\/p>\n<p>The biggest VFX challenge was working out the camera move. Pevious idents programmed a camera to sweep over the environment in a 180 degree arc, but in this case the team was shooting indoors and needed to come up with another solution.<\/p>\n<p>\u201cWe decided to shoot two halves using a 90 degree camera angle, firstly from left to right, then again from right to left,\u201d explained Aldred. \u201cWe then took the footage and spliced it together to create the bend.\u201d<\/p>\n<p>After the initial pre-vis in Maya, the team shot four dressed shelves in the studio. To ensure uniform appearance of the additional shelves in the final piece, the shelf geometry was then rebuilt in Maya. Nuke was used to re-project the static shelves, giving the team freedom of movement to re-dress the CG shelves with products.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2013\/02\/MPC_4Creative_Still2.jpg?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-8115 lazyload\" alt=\"4seven VFX by MPC \" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/2013\/02\/MPC_4Creative_Still2.jpg?resize=600%2C338&#038;ssl=1\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2013\/02\/MPC_4Creative_Still2.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2013\/02\/MPC_4Creative_Still2.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><\/a><\/p>\n<p>\u201cDuring the job the ideas flowed,\u201d said Aldred. \u201cThe team added details such as an animated orange falling from a shopper\u2019s basket and a gate added to the assistant\u2019s register. This showed the connection between both sides of the bend, as well as drawing attention to the 4seven logo. The signage, walls of the supermarket and lights are completely CG. The team played with lighting and perspective to ensure these elements did not detract from the bend by making them simultaneously inconspicuous and realistic.&#8221;<\/p>\n<p>&nbsp;<\/p>\n<p>[vimeo]http:\/\/vimeo.com\/59577582[\/vimeo]<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/www.moving-picture.com\" target=\"_blank\">Visit MPC<\/a><\/p>\n<p><a href=\"http:\/\/www.4creative.co.uk\" target=\"_blank\">Visit 4Creative<\/a><\/p>\n<p><a href=\"http:\/\/manvsmachine.co.uk\/\" target=\"_blank\">Man vs Machine<\/a><\/p>\n<p><a title=\"Cats with thumbs!\" href=\"https:\/\/firedbydesign.com\/6161\/cats-with-thumbs\/\" target=\"_blank\">See other work by MPC on Fired By Design<\/a><\/p>\n<p><em><strong>Credits<\/strong>:<\/em><br \/>\n<em>Agency: 4Creative<\/em><br \/>\n<em>Design and Creative: ManvsMachine\/ 4Creative<\/em><br \/>\n<em>Creative Directors: Chris Woods and Alice Tonge<\/em><br \/>\n<em>Director: Mike Alderson<\/em><br \/>\n<em>Producer: Louise Oliver<\/em><\/p>\n<p><em>VFX: MPC<\/em><br \/>\n<em>VFX Producer: Julie Evans <\/em><br \/>\n<em>VFX Supervisor: Chrys Aldred <\/em><br \/>\n<em>3D Supervisor: Tim Civil<\/em><br \/>\n<em>Grade: MPC<\/em><br \/>\n<em>Colourist: George K<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A supermarket in  a folded world revolving to reveal the 4seven logo: it&#8217;s the latest collaboration between MPC, 4Creative and Man vs Machine. <\/p>\n","protected":false},"author":129,"featured_media":8116,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2855,68],"tags":[2958,2524,30,2965,2964,49,272,2950,205],"class_list":["post-8112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-visual-effects-projects","category-vfx-projects","tag-4creative","tag-4seven","tag-branding","tag-ident","tag-man-vs-machine","tag-maya","tag-mpc","tag-nuke","tag-vfx"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - 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