Absolute and Lowe’s Take It Outdoors For BBDO

Absolute’s lead Flame artist Dave Smith and his team of VFX artists have crafted a dazzling array of special effects for home improvement giant Lowe’s new Spring 2009 campaign, via HSI director Gerard de Thame and BBDO New York.

Starts at Lowe’s/Outdoor emphasizes the amazingly affordable outdoor products, machines and materials Lowe’s carries in its stores everyday. With the arrival of spring, barbecues, plants, lawn mowers and tractors come streaming out of a Lowe’s store and into the parking lot, much to the surprise of loyal Lowe’s patrons. The message is clear: spring has arrived and Lowe’s has everything you need to start living outdoors.

We were tasked with creating the army of marching furniture and garden equipment for Starts at Lowe’s/Outdoor. Dave Smith worked closely with Gerard de Thame to develop two complementary approaches to the FX. For some scenes, rigs were built so that both plants and objects could be puppeteered on green screen.

For other scenes our CG team began the lengthy process of modeling flowers, tractors, tables, chairs and umbrellas that were then animated and composited into the live action footage. Utilizing the talents of our fully integrated teams in London and New York, client changes were handled in a timely manner. Our post production expertise was complemented on this project by sister company Blind Pig, who worked closely with the client to create the motion graphics elements.

About Absolute:
Founded in 2004 by David Smith, one of world’s leading Flame artists, Absolute is a high-end VFX studio working within the commercial, emerging media, music video, and film communities. With offices in New York and London, Absolute over the years has collected numerous industry accolades including two BTAA awards, a D&AD pencil, a Cannes Lion, an APA Collection Diamond, three Andy wins and an MTV video statue. The New York office opened in 2007, helmed by CD Dirk Greene, to further facilitate Absolute’s international client roster with a growing Flame and CG service. www.absolutepost.com

The Creds:
Client: Lowe’s
Spots Title: Starts at Lowe’s/Outdoor (featured), Starts at Lowe’s/Nursery
Air Date: March 2009

Agency: BBDO New York
Art Director: Ken Matsubara
Copywriter: Colin Isley
CD: Wil Boudreau
Producer: Diane McCann
AP: Stephanie Gottlieb

Prod Company: H.S.I.
Director: Gerard De Thame
Producer(s): Fabyan Daw, Maddi Carlton

Editorial: The Cutting Room
Editor: Chuck Willis

Post/Effects: Absolute
Lead Flame: Dave Smith
Flame Artist(s): Nathan Kane, Dirk Greene
3D Artist(s): Vania Alban-Zapata, Maru Ocantos, Minh Nguyen-Ba, Jamie White, Matt Burn, Toby Walton, Liz Scully, Pete Hamilton, Keith Kamholz
Motion Graphic Designer: Ric Comline (at Blind Pig)
Combustion: Dan Leatherdale, Mark Epstein, James Cornwell, Michel Smith
EP: Andy Barmer
Producer(s): Sally Heath, Nirad `Bugs’ Russell

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