Smirnoff/Pharrell: Start Pure

Smirnoff/Pharell Williams - Start Pure: image01

TVC: Compositing, VFX (Flame)

Click here to toggle project info.


How you start is everything” says the stoic Pharrell, standing in a white, spaceship-like room. “I start pure — with a blank canvas.”

Featuring his track ‘Truth or Dare‘, Pharrell shows us how he creates layer after layer of sound. First he adds adds the beat, trying out a round of percussionists, then the “groove”. As Pharrell sleepily points his finger, visions of instrumentalists – personified audio samples – spring to life, filling the room. “Then, the vocals,” he commands, and the white space is transformed into a packed club, its imperturbable creator above, looking on calmly at the crowd. The result: a perfectly mixed, full impact sound. The parallels to a Smirnoff mixed drink are obvious enough.

Directed by Darryl Ward of Curious Films, Cutting Edge had two weeks to create a minute-long VFX heavy piece for Smirnoff and Leo Burnett Sydney, as well as 30′ and 15′ versions. From the architectural pre-vis to the transitions to the rotoscoping and compositing, it was a ridiculously tight turn-around.

An added feature of the campaign was that smart phone users could “Shazam” the commercial to access additional footage and further information on the campaign from an exclusive micro-website. This was a first for a TV commercial in Australia.

For the music afficianados, watch for appearances of actual musicians (not actors!) such as Prescott Ellison, Stevie Starlight, and Roy Gaines.

Watch the Making Of on Youtube…

Credits:

Director:
Darryl Ward
VFX Supervisor:
Ron Roberts
Creative Director:
Brent Grayburn
Lead Flame:
Scott Geersen
Flame/Nuke:
Jeff Gaunt, Tim Walker, Lars Andersen
3D:
Tom King, David Brown, Lyle Carroll, Rob Conn, Jostein Finnekaasa, Phil Jackson
Nuke:
Daniel Loui, Genevieve Serna, Adam Jones, Sandeep Vengsarkar
Producers:
Abby Buick, Katherine Webb, Flavia Riley

CLOSE


Smirnoff/Pharell Williams - Start Pure: image02
Smirnoff/Pharell Williams - Start Pure: image03
Smirnoff/Pharell Williams - Start Pure: image04
Smirnoff/Pharell Williams - Start Pure: image05
Smirnoff/Pharell Williams - Start Pure: image06
Smirnoff/Pharell Williams - Start Pure: image07
Smirnoff/Pharell Williams - Start Pure: image08
Smirnoff/Pharell Williams - Start Pure: image09
Smirnoff/Pharell Williams - Start Pure: image10
Smirnoff/Pharell Williams - Start Pure: image11
Smirnoff/Pharell Williams - Start Pure: image12