Smoke & Mirrors New York presents NY Life for TAXI. The campaign follows three diverse life cycles that portray how giving the selfless gift of life insurance ensures that loved ones are always taken care of.
In ‘Couple’ we are shifted from live action to stills as a man and woman capture the defining moments of their relationship.
‘Daddy’ moves us through the years of an evolving relationship between a father and son. As the father’s hair turns grey and the son catapults through his young life the value of insurance increases as well.
‘Kids’ acknowledges the decreasing intervals of memorable “firsts” in the lives of our children. As we move past an NY Life present wrapped and tied with a bow, we are reminded of the one first that should matter the most-life insurance.
Lead Flame artist Nic Seresin undertook the re-timing and smoothing of the camera move in ‘Couple’, and then seamlessly composited live action stills into empty photo frames. Wei Louie and Greg Calas from SMNY’s 3D department then fabricated and tracked in presents to the live action to complete the illusion.
New York and London-based design, animation and VFX studio, Smoke & Mirrors was founded by Creative Director/VFX Artist Sean Broughton (NY), Penny Verbe (UK) and Mark Wildig (UK). A creative and artist-driven company synonymous with vision and originality since its inception, Smoke & Mirrors has consistently succeeded because of its collaborative approach and ability to build lasting creative relationships with directors, producers, agencies and clients alike.
Client: New York Life Insurance
Spot Title(s): Kids, Daddy, Couples
Air Date: January 2009
Chief Creative Officer: Paul Lavoie
Executive Creative Director: Jason McCann
Art Director: Anne Bioty
Copywriter: Matt Keats
Producer: Claire Londa
Production Company: Believe Media
Director: Maurice Media
Post/Effects: Smoke & Mirrors/NY
Lead VFX Artist: Nic Seresin
CD: Sean Broughton
CG: Greg Calas, Wei Louie
VFX Support Artist: Sam Caine
Managing Director: Jo Morgan
EP: Celest Gilbert
VFX Producer: Paul O’Beirne
Editorial House: Whitehouse
Editor: Marc Langley
EP(s): Liz Silver, Luke Thornton, Vitaly Koshman, Katie Matson
Producer(s): Melanie Klein, Melissa Maxwell
Group Account Director: Sabrina Yu
Account Director: James Ha