Guinness Goes Down Well at Midsummer Awards

At this year’s Midsummer Awards, held at a gala ceremony in London’s Savoy Hotel on 14th July, Framestore CFC claimed two of the top prizes. The company won yet more plaudits for its work on Guinness noitulovE, winning the awards for both Best Animation and Best Post Production.

Since its UK television debut in October 2005, noitulovE has racked up recognition and awards from around the world, including a Silver Clio in the US and the Grand Prix at Cannes.

The ultra-compressed reverse journey through the aeons of man’s evolution from pond life to pub life was created by AMV BBDO and directed by Daniel Kleinman for Rattling Stick. The spot is an extraordinary digital collage, made up from real elements, stock footage, custom built CG creatures, CG plant life and rocks, digital stills and VFX from the Inferno’s library of tricks.

noitulovE’s VFX Supervisor, William Bartlett, says, “It was a great project for us ?‚àö√ë‚àö¬® a real VFX tour de force – and we had twenty six artists and technicians working on the project for over three months. It was exceptional ?‚àö√ë‚àö¬® and challenging – in many ways, not least because so little of it existed when we were planning it. It’s a real showcase for what the post production process can offer.”

Helen Stanley, Director of Commercials Production at Framestore CFC, accepted the Best Post Production award, and Senior Technical Director, Dan Seddon, accepted the award for Best Animation on behalf of the company’s Commercials CGI team.

This was the thirteenth Midsummer Awards, and the event has become the high point of London’s advertising social calendar. Founded in 1993 by Paul Cover and Terry Howard with the aim of promoting excellence in creative work in the specific area of film and television, and judged solely by working creatives, the Midsummer Awards are an opportunity for the top creative names in the industry to gather and celebrate the joys of the English summer.




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