Part of a full rebrand for UK culture-oriented TV channel Sky Arts, these 25-second IDs from MPC in London mix live action and VFX to “visualize the transformation from ordinary to extraordinary through color.”
MPC’s CG Supervisor, Greg McKneally: “‘Dogs’ shows a Dalmatian shaking off it’s spots and turning into drops of paint. The ident is a combination of smart shooting techniques and complex VFX. The dog, called Chance, was shot in a pure white set build and while the performance was being filmed, the CG team built a replica so that we see a clean white dog when the CG spots animate.
“The paint was a combination of live action elements and CG simulations, which were consolidated to populate the white space with complete control and direction.
“‘Butterflies’ was created using a seamless transition from the actress to a swarm of beautiful Monarch butterflies. While the CG butterflies were based on real examples from extensive research, the colors were altered to align with the new Sky Arts branding.
“The spot was shot in the striking scenery of Kings Palace in Turin and the swarm was created with a bespoke simulation in Houdini which was enhanced with individually animated hero butterflies.”
Agency: Sky Creative
Production Company: GotGotNeed
Director: Adam Wells
For MPC:
VFX Producer: Amy Richardson
VFX Supervisors: Greg McKneally, Marcus Dryden
VFX Team – Butterflies: Steve Oakley, David Bryan, Alessandro Granella, Alexander Kulikov, Andreas Feix, Petter Lindholm, Rod Norman, Venkatesh R, Shaik Abdul Adil & Sabanayagam Veerasekaran
VFX Team – Dog: Tushar Kewlani, Max Mallmann, Neil Millier, Alexander Kulikov, Andreas Feix, Venkatesh R, Shaik Abdul Adil & Sabanayagam Veerasekaran
AE Logo Design: Eliot Hobdell
Colorist: Richard Fearon