Tag Archives: Andrew Pearce

Photo: Mike Scott

Behind the Title: Flaunt executive producer Andrew Pearce

NAME: Andrew Pearce

COMPANY: Flaunt Productions (@flauntanimation)

CAN YOU DESCRIBE YOUR COMPANY?
Flaunt is a Scottish studio that creates high-quality animation for features, TV, commercials and games. Flaunt is part of the Axis group, which is made up of three collaborating studios with distinct goals, strategies and talent bases.

WHAT’S YOUR JOB TITLE?
Executive Producer

WHAT DOES THAT ENTAIL?
As EP, I’m one of the first points of contact in the studio. That means attending events, making new relationships, talking to clients and creatives and pitching and planning projects. My next trip is to Kidscreen Miami in February.

The EPs take the “thousand-foot-view” of projects. First, that’s about helping to assemble the right team and working with the director to develop creative and story. Then it’s about making a solid plan. When a producer takes over, it’s about ensuring that we’re exceeding clients’ expectations, and following the studio’s general strategy.

PHOTO: MIKE SCOTT

Flaunt headquarters. Photo: Mike Scott

WHAT WOULD SURPRISE PEOPLE THE MOST ABOUT WHAT FALLS UNDER THAT TITLE?
How much we have to adapt to the changing market. There are no right answers to where we place our efforts; it’s a tricky combination of research, intuition, creativity and strategy.

WHAT’S YOUR FAVORITE PART OF THE JOB?
The magic part! When the team comes up with something brilliant. Everyone knows when you’ve got something special, be that a design, a piece of music, an iconic performance or a beautiful shot.

I would also say the sense of excitement: since starting at Axis seven years ago, there has always been a feeling that anything is possible. The founders continue to be supportive of artists and producers who’re keen to push the envelope.

WHAT’S YOUR LEAST FAVORITE?
So much to do, so little time. We see a million opportunities, both in creative and market terms. Our main impediment to trying everything is lack of time and people to explore.

WHAT IS YOUR FAVORITE TIME OF THE DAY?
Random meeting time! There is no set time, but it’s often at the lunch table. We have around 150 people in the studio right now and are planning to peak at 200 mid-year. So there are lots of opportunities for meeting interesting folks and hearing new things.

IF YOU DIDN’T HAVE THIS JOB, WHAT WOULD YOU BE DOING INSTEAD?
A lot of our games clients have great companies — I would love to be part of the casual games explosion.

HOW EARLY ON DID YOU KNOW THIS WOULD BE YOUR PATH?
I think that for the most part, the profession chose me. I’ve always been keen on business development and strategy. I guess after about three years in the industry my path became clear.

Lost in Oz

CAN YOU NAME SOME RECENT PROJECTS YOU HAVE WORKED ON?
We’ve just wrapped up a second feature for Mattel’s Monster High brand, and we are looking forward to the release in spring. Season One of Amazon Studios’ series Lost in Oz is in production now, for which we’re taking care of design and art direction. Our current production is a super-high quality series, about 80 minutes, due for release in summer. We are doing design and animation for the BBC show Dixi and television commercials for Goodgame’s Goodgame Empire.

WHAT IS THE PROJECT THAT YOU ARE MOST PROUD OF?
Almost every project has some aspect that stood out, but I’d pick our Monster High features. We worked closely with Mattel to create a fresh, bold interpretations of the new toy line. The challenge was in retaining the iconic look of the characters, while updating them to better suit animation.

Mattel was aligned with our goal to create fun stories, packed with humor and charm. The characters weren’t just dolls; we created real, breathing characters that could connect emotionally with kids. Watch out for our making-of video later this month.

Monsters High

NAME THREE PIECES OF TECHNOLOGY YOU CAN’T LIVE WITHOUT.
I’ll go for three research tools here, all of which I use daily: LinkedIn, IMDB and Vimeo.

WHAT SOCIAL MEDIA CHANNELS DO YOU FOLLOW?
Vimeo, LinkedIn, Pinterest and Twitter.

DO YOU LISTEN TO MUSIC WHILE YOU WORK?
If I really have to concentrate, I listen to classical music on headphones.

WHAT DO YOU DO TO DE-STRESS FROM IT ALL?
Stupid fun projects that have no deadlines or client expectations — the last one was a wall-mounted Hot Wheels track for my four-year-old, which wraps around his bedroom. I play on it a lot more than he does.

The Famous Grouse

Putting The Famous Grouse into CG environs for holiday spots

By Randi Altman

Flaunt Productions in Glasgow teamed up with the Leith Agency on a two-spot campaign for the Scottish blended whisky brand, The Famous Grouse. Heading the effort was director Ben Craig and Flaunt’s head of lighting, Jon Neill — they were tasked with putting the iconic grouse into a CG version of his natural environment for these holiday-themed ads.

The first spot, Perfectly Balanced, was released earlier this month and takes the viewer on a flight through the Scottish Highlands to reveal the Grouse with his chest puffed out and feeling proud of his environment. The second commercial, called Smooth, which aired the week of Black Friday, starts as the camera spins through the snowy Scottish Highlands.

flauntTo create the cinematic photoreal landscape, Neill and some of the team shot drone footage in Glencoe, which allowed real-life textures to be applied to the CG world.

In order to create a realistic grouse, Flaunt applied a feather system based on a fur and procedural shader that gave on organic look to the model. When it came to movement of the body and wing feathers, specific movements had to be animated to give a sense of realistic movement and the personality that is associated with the Famous Grouse.

We reached out to executive producer Andrew Pearce about the project and its workflow…

Photo:Mike Scott

Andrew Pearce

How early did you get involved in the project? Was the agency up for suggestions, or did they already have a specific plan locked in?
Director Ben Craig worked with Flaunt on a creative treatment, based on scripts from The Leith Agency. Their central idea was to bring the much-loved Grouse into his home environment: the epic, sweeping Scottish Highlands. Previously, all ads had been set against an infinite white background. With that in mind, we worked collaboratively with the agency to bring the ads to life.

The first stage after treatment would normally be storyboard. However, because our camera move was so extreme, we felt a 2D animatic would be misleading, so we proceeded straight to previs.

You used drone footage for the Grouse’s environment. How did you go about turning it into CG?
We drove up to the Glencoe ski resort and jumped onto the ski lift to get as high as possible. After a 30-minute walk, we attached a camera to the drone and sent it up into the sky — 360 overlapping stills were taken at three different heights.

We merged the images together to create a 360-panorama and applied this to geometry in Autodesk Maya. From there we rendered out the shot with this background, making creative decisions on what to add or take away. Next, we made simple 3D hills on which to project the images, thus providing parallax and a three-dimensional feel.

Was Maya your main animation software? Did you write your own particle systems off of that? What other tools were used?
Maya was used for animation, Side Effects Houdini for FX, Houdini Mantra for lighting and Nuke for compositing. We also had to write a feather system for the Grouse, which worked inside Houdini.

Can you talk about giving the Grouse personality in the CG world? What about facial (or beak) expressions, and his eyes and movements?
For these adverts, the Grouse was in a real-world environment. With that in mind, we didn’t want to go over the top with cartoony animation. The realism of the Grouse asset wouldn’t support that style, but we needed to give the Grouse some character beyond that of a real one.

Real grouse faces don’t move that much, and we didn’t want to change the anatomy too much. So we used the eyebrows and eyes as much as we could. Our rig also enabled us to exaggerate the shape of the eyes and eyebrows beyond the norm. These subtle anatomical exaggerations were enough for us to push the facial animation enough to engage the viewer.

When it came to the motions of the Grouse, we had to tread a fine line between realistic and anthropomorphic — fans of this brand love how it has moved in previous campaigns. We created various versions of all the actions as we honed in on the motion we wanted. The Grouse’s wink at the end of one of the adverts was the product of many iterations, having explored head tilts, nods, lifts, raised eyebrows and so on.

Before we leave you, anything you would like to add?
We had to strike a balance between a look that was both realistic and magical. This was partly achieved by mashing up some of the most incredible landscapes in Scotland. To augment the magical feel, we added lens flares and camera lens aberrations in the compositing. Subtle pollen particles were also added to give a sense of space as we flew through the environment.

Check out the making of the video here.