Smirnoff/Pharrell: Start Pure
TVC: Compositing, VFX (Flame)
“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…
- Darryl Ward
- VFX Supervisor:
- Ron Roberts
- Creative Director:
- Brent Grayburn
- Lead Flame:
- Scott Geersen
- Jeff Gaunt, Tim Walker, Lars Andersen
- Tom King, David Brown, Lyle Carroll, Rob Conn, Jostein Finnekaasa, Phil Jackson
- Daniel Loui, Genevieve Serna, Adam Jones, Sandeep Vengsarkar
- Abby Buick, Katherine Webb, Flavia Riley