A multifaceted integrated campaign for Shell from JWT London named “Get the most out of every drop,” has recently launched within many countries in Europe and Asia, aimed at demonstrating the benefits of Shell’s new Fuel Save products. Key to campaign efforts within each country are a set of artistic, regionally customized broadcast spots created by the New York office of U.S. creative production company Stardust Studios in concert with JWT London’s creative team.
“With the benefit of hindsight I don’t believe we could have selected a better production company with which to realise our vision of Shells ‘make the most of every drop’ campaign,” Shelbourne said. “Stardust are a hugely professional outfit who can draw on an amazing breadth of in house talent. I enjoyed every minute of collaborating with them and look forward to working with them again.”
Following the agency’s vision, each campaign spot begins by showing a drop of fuel falling onto a piece of paper to colorfully reveal live-action vignettes conveying consumers’ everyday journeys. Each spot also drives viewers to the campaign’s microsite, online at www.shell.com/everydrop. The first broadcast ads, entitled “Fuel Economy,” debuted in high-profile broadcast and cable outlets within targeted countries in April, and the latest ones, entitled “Performance,” began airing this week.
To date, Stardust has delivered five “Fuel Economy” and six “Performance” versions of each commercial, all of which were directed by Stardust’s New York-based creative director Alan Bibby, who provided details on his colleagues’ craftsmanship in bringing the campaign’s broadcast elements to life.
“From the very beginning, the client and agency wanted the vignettes to look as though they were created by fluid, while also wanting viewers to see and feel the real emotions of our talent in their situations,” said Bibby.
“To give us everything we needed to fulfill those objectives, while we were shooting the live-action vignettes on numerous locations in and around LA, we did an elements shoot in NYC to create the flowing ink that we used to create and color the footage, and seamlessly transition from one scene to the next. Although we experimented with 2D and 3D CG solutions, particles, CGI cloth, the goal of keeping the feeling real and organic led us to shoot real footage on location and combine it with footage of ink spreading across paper. ”
Bibby and his crew, including live-action producer Richard Kaylor and directors of photography Bryan Newman (“Fuel Economy”) and Neil Shapiro (“Performance”), shot their location footage using Sony F35 and RED One digital camera packages.
“Even though we knew we were going to treat the footage heavily, the client really wanted the reality of the real world to come through,” said Bibby. “As a result, we needed a wide variety of shots to tell the story, all related to the driving experience and the different situations drivers find themselves in. To capture that footage, we used a process trailer to get interiors of our talent driving through the city, cranes to get overhead shots, and helicopters to get sweeping vistas. Also, a Pursuit Systems rig using a Porsche Cayenne Turbo, which had a 15-foot techno on its roof, was very helpful in capturing our car-to-car footage.”
Artists in Stardust’s NYC studio then tracked the selected live-action footage in 3D software, and rotoscoped out each element. “From there, a master camera was created for blocking in After Effects, and each shot was composited with the ink elements acting both as texture and as mattes to reveal the footage,” Bibby added.
“This campaign has been a massive undertaking, both artistically and logistically, and collaborating with JWT London has been a great experience,” Bibby concluded. “They’re talented and driven people who were really committed to pushing the creative.”
All spots feature music from Goldfrapp, and were mixed by Owen Griffiths of London’s Jungle Studios. Stardust’s credits also include executive producer Mike Eastwood, senior producer Greg Heffron, and scores of artists.
About Stardust Studios
Stardust is an award-winning, full-service creative production company, specializing in motion design, animation, visual effects and live-action production. Led by founder and creative director Jake Banks, Stardust’s Santa Monica and New York offices continually redefine creativity for commercial, on-air, music video and in-store presentations. Their recent work ?‚àö√ë‚àö¬® including projects for the world’s top ad agencies, brands and recording artists ?‚àö√ë‚àö¬® has earned numerous awards and worldwide editorial exposure.
Project Name: Shell “Performance: V Power”
Debut Date: June 26, 2009
Ad Agency: JWT London
City/State/Country: London, England, UK
Group Creative Director: Jaspar Shelbourne
Art Directors: Andy Huntindon, Martin Smith
Head of Production: Dean Baker
Assistant Producer: Jack Bayley
Production Company: Stardust Studios
City/State/Country: Bicoastal, USA
Director/Creative Director: Alan Bibby
Live Action Producer: Rich Kaylor
Director of Photography: Brian Newman
Executive Producer: Mike Eastwood
Head of Production: Beth Vogt
Senior Producer: Greg Heffron
Assistant Producer: Ryan McRee
Editors: Andrew Borin, Patrick Burns, Jr.
Designers: Aaron Mauer, Julene Bello, Oliver Schroeder, Danny Ruiz, Dustin Lindblad, Bryan Louie
Storyboard Artist/Illustrator: Glenn Urieta
3D Modeling/Lighting/Animation: Mark Rohrer
Tracking: Weichieh Yu
2D Animators/Compositors: Tim Regan, Tonya Smay, Marco Giampaolo, Bashir Hamid, Rick Malwitz
Rotoscoping: FX3X – Macedonia
Music Company: Warner Chappell
City/State/Country: London, UK
Composer: Alison Goldfrapp and William Gregory
Final Mix Company: Jungle Studios
City/State/Country: London, UK
Mixer: Owen Griffiths
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