Tag Archives: MPC Creative

MPC directs, provides VFX, color for Fiji Water spot

To launch the new Fiji Sports Cap bottle, Wonderful Agency came up with the concept of a drop of rain from the clouds high above Fiji making its way down through the pristine environment to showcase the source of their water. The story then transitions to the Fiji Water Sports Cap bottle being used by athletes during a tough workout.

To bring that idea to life, Wonderful Agency turned to MPC with creative director Michael Gregory, who made making his MPC directorial debut, helming both spots while also leading his VFX team. These spots will air on primetime television.

Gregory’s skills in visual effects made him the perfect fit as director of the spots, since it was essential to seamlessly depict the raindrop’s fast-paced journey through the different environments. MPC was tasked with building the CG water droplet that falls from the sky, while reflecting and magnifying the beauty of the scenes shot in Fiji.

“It was key to film in low light, cloudy conditions in Fiji,” explains Gregory. “We shot over five days with a drone in the most remote parts of the main island, taking the drone above the clouds and shooting many different angles on the descent, so we had all the textures and plates we needed.”

For the Fiji section, Gregory and team used the Zenmuse X7 camera that sits on a DJI Inspire 2 drone. “We chose this because logistically it was easier to get it to Fiji by plane. It’s a much smaller drone and isn’t as battery-hungry. You can only travel with a certain amount of batteries on a plane, and the larger drones that carry the Reds and Alexas would need the batteries shipped by sea. Being smaller meant it had much longer flying times. That meant we could have it in the air at height for much longer periods. The footage was edited in Adobe Premiere.”

MPC’s VFX team then got to work. According to lead compositor Oliver Caiden, “The raindrop itself was simulated CG geometry that then had all of the different textures refracted through the UV map. This process was also applied to the droplet reflections, mapping high dynamic range skies onto the outside, so we could achieve a more immersive and richer effect.”

This process enabled the compositors to animate the raindrops and have full control over motion blur, depth of focus, refraction and reflections, making them as realistic and multifaceted as possible. The shots were a mixture of multiple plates, matte painting, 2D and CG clouds, which ultimately created a sequence that felt seamless with reality. The spot was graded by MPC’s colorist Ricky Gausis.

The tools used by MPC were Autodesk Maya, Side Effects Houdini, Adobe Photoshop as well as Foundry Nuke for the VFX and FilmLight Baselight for color.

The latest Fiji campaign marks a continued partnership between MPC and Wonderful Agency — they previously handled VFX for Wonderful Pistachios and Wonderful Halos spots — but this latest campaign sees MPC managing the production from start to finish.

Therapy Studios provided the final audio mix.

 

MPC Creative provides film, VR project for Faraday at CES 2016

VR was everywhere at CES earlier this month, and LA’s MPC played a role. Their content production arm, MPC Creative, produced a film and VR experience for CES 2016, highlighting Faraday Future’s technology platform and providing glimpses of the innovations consumers can expect from their product. The specific innovation shown in the CES VR film was a concept car — the FFZERO1 high-performance electric dream car — and the inspiration around Faraday Future’s consumer-based cars.

“We wanted it to feel elemental. Faraday Future is a sophisticated brand that aims for a seamless connection between technology and transportation,” explains MPC Creative CD Dan Marsh, who also directed the film. “We tried to make the film personal, but natural in the landscape. The car is engineered for the racetrack, but beautiful, in the environmental showcase.”

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To make the film, MPC Creative shot a stand-in vehicle to achieve realistic performance driving and camera work. “We filmed in Malibu and a performance racetrack over two days, then married those locations together with some matte painting and CG to create a unique place that feels like an aspirational Nürburgring of sorts. We match-moved/tracked the real car that was filmed and replaced it with our CG replica of the Faraday Future racecar to get realistic performance driving. Interior shots were filmed on stage. We chose to bridge those stage shots with a slightly stylized appearance so that we could tie it all back together with a full CG demo sequence at the end of the film.”

MPC Creative also produced a Faraday Future VR experience that features the FFZERO1 driving through a series of abstract environments. The experience feels architectural and sculptural, and ultimately offers a spiritual versus visceral journey. Using Samsung’s Gear VR, CES attendees sat in a position similar to the angled seating of the car for their 360-degree CES_Faraday_MASTER.0001174tour.

MPC Creative shot the pursuit vehicle with an Arri Alexa and  used a Red Dragon for drone and VFX support. “We also mounted a Red, with a 4.5mm lens pointed upwards on a follow vehicle that allowed us to capture a mobile spherical environment, which we used to map moving reflections of the environment back onto the CG car,” explains MPC Creative executive producer Mike Wigart.

How did working on the film versus the VR product differ? “The VR project was very different from the film in the sense that it was CG rendered,” says Wigart. “We initially considered the idea of a doing a live-action VR piece, but we started to see several in-car live-action VR projects out in the world, so we decided to do something we hadn’t seen before — an aesthetically driven VR piece with design-based environments. We wanted a VR experience that was visually rich while speaking to the aspirational nature of Faraday Future.”

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Adds Marsh, “Faraday Future wanted to put viewers in the driver’s seat but, more than that, they wanted to create a compelling experience that points to some of the new ideas they are focusing on. We’ve seen and made a lot of car driving experiences, but without a compelling narrative the piece can be in danger of being VR for the sake of it. We made something for Faraday Future that you couldn’t see otherwise. We conceived an architectural framework for the experience. Participants travel through a racetrack of sorts, but each stage takes you through a unique space. But we’re also traveling fast, so, like the film, we’re teasing the possibilities.”

Tools used by MPC Creative included Autodesk Maya, Side Effects Houdini, V-Ray by Chaos Group, The Foundry’s Nuke and Nuke Studio and Tweak’s RV.

London’s MPC Creative names Sophie Gunn EP

MPC Creative, the content production division of MPC, has hired executive producer Sophie Gunn. She brings with her extensive experience across agency, VFX and motion design production and until recently has been overseeing the growth and development of the MPC Motion Design studio, which specializes in dynamic motion graphics, design, illustration and animation.

In this new role, Gunn has been involved in the production of 19 online films for adidas, including Predator Instinct, celebrating the 20th anniversary of the eponymous boot, and starring German footballer Mesut Özil.

Gunn is now working closely with head of creative strategy for MPC Ben Cyzer, who says, “MPC Creative incorporates concept development, direction, production and VFX all in-house. Sophie’s experience, along with her kooky personality, is perfectly placed to strengthen and develop the MPC Creative brand. The success of our collaborations with adidas is testimony to Sophie’s inventive ways of working and aesthetic eye.”

The news comes alongside the recent appointment of Zak Thornborough to EP of MPC Creative in the US.