Sydney-based digital production company Animal Logic has created the visual effects for Lion Nathan new Toohey Extra Dry campaign ‘HarvesTED’.
In HarvesTED,’s a hip-looking farmer with an impressive quiff plucks individual hairs from his head and plants them in the ground as seeds, sprinkling each with Toohey Extra Dry. He carefully tends to the resulting ‘hairpods’ as they grow, vacuuming, buffing and shaving them. After a harvest party, it finally time for the pods to be reaped. Each one opens, revealing a similar quiff-sporting hipster inside, holding a Toohey Extra Dry. The farmer blasts each one with dry ice, pries the Toohey Extra Dry from their hands and moves on to cull the next bottle from his harvest.
The greatest challenge involved creating the overall look and feel of the piece to fit the brief. Everything from the pods to the twilight skies needed to look a bit unusual, yet still had to look believable enough to have been shot in-camera.
All skies were replaced throughout the piece to represent varying weather conditions and times of day, from rolling storm clouds to pink twilight skies to a time-lapse night sky complete with shooting stars. The piece also required a great amount of detailed work, from pod replication and placement in each sequence to creating a high level of realism, such as sunlight reflecting on everything from pod hairs to dust.
The Toohey Extra Dry ‘HarvesTED’ campaign was launched the week of May 5 in Australia with a 90-second commercial and a 60-second commercial.
About Animal Logic:
One of the world’s most highly respected digital production companies, Animal Logic produces award-winning design, animation and visual effects solutions for the film, television and advertising industries. The company has a studio in Sydney, Australia and a production office in Los Angeles. Information about Animal Logic is available at www.animallogic.com .
Production Company: The Sweet Shop
Director: Steve Ayson
Prod Co-Producer: Claire Kelly
Creative Director: Warren Brown
Agency Producer: Mandy Payne
Art Director: Jed de Pyper
Writer: Kimmie Neidhardt
VFX Supervisor: Leoni Willis
Lead Compositor: Leoni Willis
Compositor: Howard Hill
Executive Producer: Jacqui Newman
Producer: Sarah Beard
Line Producer: Katie Millington
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