Artist owned-and-operated bi-coastal effects boutique Brickyard VFX completed work on “Ghostride,” the new spot from TAG Body Spray promoting the newly launched record label TAG Records. Directed by Paul Hunter for ad agency Arnold, Boston, and starring rap artists Q and Jermaine Dupri, the spot broke nationally on July 17, 2008.
Full of historical allusions and with an epic feel, the :30 spot references classic paintings depicting famous moments in history. Each moment in “Ghostride” is composed like a painting, using slow motion to drive the larger-than-life experience. The commercial opens in an apartment reminiscent of a painting by Vermeer, where Q applies TAG Body Spray, then transitions to a battle scene inspired by “The Combat of Mars and Minerva” by Jacques-Louis David, “Liberty Leading the People” by Eug?¬¨√Üne Delacroix and “The Death of General Wolfe” by Benjamin West. Q wins the battle, and the final shot is a recreation of “Washington Crossing the Delaware” by Emanuel Gottlieb Leutze, featuring Dupri as Washington. A voiceover informs us that Q’s freshness led to an historic victory, a pact with Jermaine Dupri and the birth of TAG Records, and the ad closes with the “Keep it fresh. Make history” tagline.
Lead effects artist Geoff McAuliffe created a high-res matte painting from digital still photography to create the final shot featuring Dupri standing on a car in front of the Brooklyn Bridge. Additionally, Brickyard VFX completed extensive compositing and effects for the spot, adding waving flags, light rays, glow effects and smoke layers for increased drama. Brickyard also completed 3D tracking on the background so that it moved at the same rate as the figures in the foreground.
“Due to the available light, it was impossible to get a good shot of the bridge during the shoot,” McAuliffe explained. “To get around that we ended up taking still photos of the bridge in early morning light and blended them with images of a stormy sky to create a dramatic and hyper-real looking matte painting. Then we matched the matte with the color correct in the rest of the project, adding color effects, light rays and more glow, and composited the entire thing together with green screen footage taken of Dupri and the other talent.”
About Brickyard VFX
Bicoastal Brickyard VFX has been delivering top quality visual effects and CG for commercials since 1999. Brickyard’s sought after artists are equally comfortable supervising shots on-set as they are at bringing imaginative effects sequences to life inside the studio. The Brickyard ethos comes through in the inspired, comfortable and technologically state-of-the-art spaces that make the company a first stop destination for visual effects in both historic downtown Boston and sunny Santa Monica. Brickyard’s talented VFX and CG teams have completed projects for such brands as Fidelity, Target, Sprint, Pontiac, Hummer, Budweiser, Visa, Comcast, Adidas, Volkswagen, Honda, ESPN, Orbitz, Bank of America and many other.
Tag Body Spray “Ghostride” :30
Agency: Arnold Worldwide
Account Supervisor: Kat Karpati
Assistant Account Executive: Stephen Masterson
VP Creative Director: John Kearse
Assoc. Creative Director: Mary Rich
Copywriter: Pete Harvey
Sr. Art Director: Kristen Landgrebe
Agency Producer: William Near
Associate Broadcast Producer: Meredith Kelly
Production Company: Prettybird
Director: Paul Hunter
Executive Producer: Kerstin Emhoff
Producer: William Green
Editorial Company: Cosmos Street
Editor: Lawrence Young
Producer: Amy Febinger
VFX Company: Brickyard VFX
VFX Lead Artist: Geoff McAuliffe
VFX Executive Producer/Producer: Kirsten Andersen
Audio Mix/Engineering: Soundtrack Boston