Framestore creates stunning CG for SHEBA's impactful environmental initiative data-src=https://creativecow.net/wp-content/uploads/avatars/263018/5fa08c562aaf4-bpthumb.jpg data-srcset=https://creativecow.net/wp-content/uploads/avatars/263018/5fa08c561c0e7-bpfull.jpg 2x class=lazyload avatar avatar-80 photo height=80 width=80 />
Brie Clayton May 17, 2021
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Framestore Pictures' Director, Murray Butler and Framestore's VFX Supervisor, Grant Walker worked alongside advertising agency AMV BBDO and Mars Incorporated cat food brand SHEBA, to deliver a visual underwater masterpiece with a hard-hitting environmental message.
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Made up of three complex-CG environments, based on low-res footage of the reef in its early growth stage and working with leading coral biologist Professor David Smith. The 90-second film follows the journey of a tropical Chromis fish from tragedy to hope as it weaves through an area of the Indo-Pacific, passing over a devastated coral reef and on towards a healthy reef bed, which serves as a bittersweet reminder of what's at stake. In the final act, we see the Chromis encounter Hope Reef' a man-made coral reef, carefully planted to spell out the word H-O-P-E', which sits at the heart of the SHEBA brand's mission to support vital reef-growing projects and marks the start of the world's largest coral reef restoration program. The final reveal of the HOPE reef was based on drone footage from the actual location, but showcases what the reef will look like in five years when the coral has fully re-grown.
data-src=https://gcs.creativecow.net/wp-content/uploads/2021/05/17191953/SHEBA_1_1200-1024x576.jpg alt= class=lazyload wp-image-2410368 data-srcset=https://gcs.creativecow.net/wp-content/uploads/2021/05/17191953/SHEBA_1_1200-1024x576.jpg 1024w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17191953/SHEBA_1_1200-300x169.jpg 300w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17191953/SHEBA_1_1200-768x432.jpg 768w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17191953/SHEBA_1_1200-624x351.jpg 624w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17191953/SHEBA_1_1200-50x28.jpg 50w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17191953/SHEBA_1_1200-100x56.jpg 100w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17191953/SHEBA_1_1200.jpg 1200w data-sizes=(max-width: 1024px) 100vw, 1024px />Due to the pandemic, filming Hope Reef in real life was out of the question, and that's where Framestore's experience and elegant solution came in. When Framestore pitched to work on the project it was clear to AMV BBDO and Mars Incorporated that they were uniquely placed to showcase an underwater ecosystem on an unprecedented scale.
This initiative was underpinned by the know-how of Framestore's VFX Supervisor, Grant Walker, and Framestore's CG Supervisor, Hernan Llano, who also happened to study biology at university before becoming a VFX artist. Alongside the creation and animation of the photo-real schools of fish seen teeming in the verdant coral, the team proved they could actually grow corals in real-time for the scenes and keep them stable.
data-src=https://gcs.creativecow.net/wp-content/uploads/2021/05/17192009/SHEBA_2_1200-1024x576.jpg alt= class=lazyload wp-image-2410369 data-srcset=https://gcs.creativecow.net/wp-content/uploads/2021/05/17192009/SHEBA_2_1200-1024x576.jpg 1024w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17192009/SHEBA_2_1200-300x169.jpg 300w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17192009/SHEBA_2_1200-768x432.jpg 768w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17192009/SHEBA_2_1200-624x351.jpg 624w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17192009/SHEBA_2_1200-50x28.jpg 50w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17192009/SHEBA_2_1200-100x56.jpg 100w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17192009/SHEBA_2_1200.jpg 1200w data-sizes=(max-width: 1024px) 100vw, 1024px /> The coral was something that we talked about extensively in the early pitch meetings. We knew we could demonstrate stylised time-lapsed growing sequences, which is something that I hadn't seen anyone do before, especially at scale and with the amount of scientific detail we could create at Framestore. I knew we had a unique proposition. said Walker
Working collaboratively, Framestore Pictures' Director Butler, and Framestore's VFX team got to work on the creative vision for the piece and the intense task of bringing the campaign to life technically and narratively. The whole team discussed early on that it was important to them that they captured the balance between the environmental message and the stunning visuals, so they worked in tandem to realise this.
data-src=https://gcs.creativecow.net/wp-content/uploads/2021/05/17192025/SHEBA_3_1200-1024x576.jpg alt= class=lazyload wp-image-2410370 data-srcset=https://gcs.creativecow.net/wp-content/uploads/2021/05/17192025/SHEBA_3_1200-1024x576.jpg 1024w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17192025/SHEBA_3_1200-300x169.jpg 300w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17192025/SHEBA_3_1200-768x432.jpg 768w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17192025/SHEBA_3_1200-624x351.jpg 624w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17192025/SHEBA_3_1200-50x28.jpg 50w, https://gcs.creativecow.net/wp-content/uploads/2021/05/17192025/SHEBA_3_1200-100x56.
