Leo Burnett approached MPC Creative to produce, direct, and develop the visual effects for an all-new RE/MAX advertising campaign. Taking advantage of all pre-production, production and VFX disciplines under one roof, MPC LA's in-house talent, directors Dan Marsh and Paul O'Shea, led the creation of the spectacular campaign illustrating how our dreams and reality coincide with a little guidance from the global real-estate franchisor.
The campaign, which is comprised of a 60-second commercial and a series of 15-second spots, contains a seamless blend of inspired live-action and meticulously crafted visual effects. From idyllic homes perfectly paired with every amenity to the potential blunders that arise in home buying, the stunning campaign takes a couple on an aspirational journey that encourages viewers to dream with your eyes open.
We are all storytellers first and foremost, and loved working so closely with the agency team to build out their idea, notes Marsh. We shared a similar vision for the aesthetic and wanted to keep our dream world grounded in reality with nods to the surreal. We are honored to be a part of the RE/MAX team and visually articulate their new brand message.
To keep that aesthetic, Marsh, O'Shea, and the VFX team carefully planned out which aspects of the story would be covered in camera, and which would be augmented with VFX. The crew whipped real trees up into the air at the swing of a lever, plowed up faux concrete with mini tractors to reveal a manicured park, and ripped through the wall of a house as if it were paper.
We ensured the scenes had some delightful and whimsical details, adds O'Shea. This vignette style campaign lends itself to creative collaboration, and we were constantly challenged to go further. We had to solve new problems throughout the process on all five spots while maintaining aesthetic continuity. The result is something we're all proud of.
VFX Detail
With five spots to shoot in New Zealand, the VFX team focused heavily on capturing every detail of the live action scenes with still and moving picture elements. Home exteriors were shot on location, while sets were built on stage for the interiors.
As the spots are deeply rooted in live-action, the pressure was on to blend photorealistic VFX elements into the beautifully shot dream world. The simpler the objects, the more challenging it was to make them look real, says VFX Supervisor Ross Denner.
Digital matte paintings, carefully conceived 2D elements, and photorealistic CG filled out and enhanced the dream world in post while staying firmly grounded in the practical reality of the location photography. Tying the story together, seamless VFX were integrated including an animated train, CGI classroom, and architectural elements. Sky replacements and additional beauty work took each scene to the next level.
Colorists Mark Gethin and Derek Hansen put the finishing touches on the spots, grading the rich images with a surreal dream quality and tone, instilling a vibrantly lavish reality.
DREAMS for RE/MAX: MPC Creative Directs an Imaginative Dream World for RE/MAX
About MPC: moving-picture.com
MPC is a creative studio who craft spectacular visual experiences in any space, on any screen. They have been global leaders in VFX for over 25 years with industry-leading facilities in London, Vancouver, Los Angeles, New York, Bangalore, Montreal, Amsterdam and Mexico City.
Renowned for adding visual wonder and creative expertise to the advertising, film and entertainment industries, some of their recent projects include films such as Life of Pi,' World War Z,' The Lone Ranger,' The Secret Life of Walter Mitty' and Man of Steel' and Advertising campaigns for brands such as Coca-Cola, Nike, Sony, EA and Dell.
Their broad range of skill-sets provide a multitude of creative solutions, including concept design, previz, shoot supervision, 2D compositing, 3D/CG effects, animation, motion design, software development, digital & experiential production, color grading for advertising and any combination of these services.
MPC is a Technicolor Company
###
Most recent headlines
04/08/2024
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet, a leading technology and service provider for media-rich organizations, a...
04/05/2024
NEW YORK As the Asian Pacific American Heritage Month kicks off in May, Nielsen has released an extensive new report diving into their media habits with data sh...
04/05/2024
PHILADELPHIA As National Military Appreciation Month gets underway, Comcast has announced several new initiatives to help veterans, service members, and their f...
04/05/2024
WASHINGTON, D.C. Federal Communications Commission chairwoman Jessica Rosenworcel has announced a tentative agenda for the May Open Commission Meeting scheduled...
04/05/2024
The Broadband Forum has announced major enhancements to key 5G convergence standards that the group said will help advance next-generation applications, improve...
04/05/2024
Spotify Wrapped Campaign Spot Graded With DaVinci Resolve Studio
Brie Clayton May 3, 2024
0 Comments
Blackmagic Design today announced that Colorist M...
04/05/2024
Three Boston Conservatory at Berklee Alums Nominated for Tony Awards An additional eight alums and two current students performed in nominated productions.
...
03/05/2024
An innovative learning tool to help media and civil society better understand ho...
03/05/2024
PARK CITY, UTAH - JANUARY 21: (L-R) Actors K stutis Cic nas and Greta Grinevi i t , Director Marija Kavtaradze and Producer Marija Razgute attend the 2023 Sunda...
03/05/2024
If you aren't familiar with Danny Ocean's music, it's only a matter ...
03/05/2024
Spotify has an unwavering commitment to supporting emerging artists across all genres, to helping them launch and thrive in their careers, and to connecting the...
03/05/2024
Como uno de los sonidos de mayor expansi n en el mundo, la M sica Mexicana va m ...
03/05/2024
As one of the fastest-growing sounds worldwide, M sica Mexicana is more than jus...
03/05/2024
NEW YORK FuboTV reported that it lost 110,000 subs in Q1 2024 but it exceeded its guidance for the quarter with double digit year-over-year increases across key...
03/05/2024
Only 3 Weeks Left To Enter The Creative Industries Most Award
Brie Clayton May 3, 2024
0 Comments
Creativepool is giving a last call to the creative i...
03/05/2024
WePlay Studios Transforms the Future of Live Event Storytelling with AJA Gear
Brie Clayton May 3, 2024
0 Comments
By 2032, the esports market is expec...
03/05/2024
WASHINGTON Shannon Bream, Fox News Sunday anchor and chief legal correspondent, sat for a keynote chat at The Business of TV News, with Tom Umstead, senior co...
03/05/2024
WASHINGTON Asked how important is local news, Martha Raddatz, who has covered foreign conflicts for decades and moderated presidential debates for ABC News, s...
03/05/2024
Sony Pictures and Apollo Global Management have made a $26 billion cash offer fo...
03/05/2024
CBS announced its 2024-2025 primetime schedule, which features the new dramas NCIS: Origins, Matlock and Watson, and new comedies Poppa's House and Georgie ...
03/05/2024
Sports-focused streaming service Fubo said it reduced its red ink in the first quarter, despite losing 110,000 subscribers since the end of the year....
03/05/2024
Walmart is reportedly about to release a new 4K streaming box/smart speaker hybrid device for Google TV that could retail for as low as $50, according to a repo...
03/05/2024
Enhancements to its Delivery Workspace solution provide increased content delivery robustness and security
By Matthew Corrigan
Published: May 3, 2024
Enha...
03/05/2024
According to reports, if the bid is successful, Sony would be the significant majority shareholder of the new private company
By Jenny Priestley
Published: M...
03/05/2024
Located in Manchesters Spinningfields district, the course aims to equip students with the skills, knowledge and industry insight for a career in the creative s...
03/05/2024
Lightbridge has created a new Cine Reflect Lighting System kit, dedicated to enabling artistic lighting with consideration of today's productivity practical...
03/05/2024
Broadcast media systems integrator BeckTV and Lawo worked together on a large-scale AES67 build of radio control rooms at KPBS, San Diego's NPR and PBS memb...
03/05/2024
Raleigh, NC, April 12, 2024 SmallHD announces PageOS 6, a powerful software update free for owners of SmallHD monitors, featuring increased functionality, exp...
03/05/2024
SmallHD announces the Quantum 32 a new 31.5 OLED monitor designed to provide reference HDR/SDR images for post-production final color grading, as well as cri...
03/05/2024
By 2032, the esports market is expected to grow to $9.29 billion, bolstered by a global player count and fan following that both continue to climb. The 2023 Lea...
03/05/2024
Amagi, the global leader in cloud-based SaaS technology for broadcast and connected TV (CTV), today announced that the 11th edition of the Amagi Global FAST Rep...
03/05/2024
Riedel Communications today announced that Westdeutscher Rundfunk (WDR) is relying on a media and intercom network based on Riedel technology for the renewal of...
03/05/2024
Broadpeak , a leading provider of content delivery network (CDN) and video streaming solutions for content providers and pay-TV operators worldwide, announced t...
03/05/2024
Media technology innovator Limecraft will exhibit the latest updates to its online platform on stand G79 at the 15-16 May 2024 Media Production & Technology Sho...
03/05/2024
Audio interface specialist Prism Sound is partnering with console manufacturer Solid State Logic, professional monitor manufacturer PMC and acoustic panel and d...
03/05/2024
Intinor, Sweden's leading developer of products and solutions for high-quality video over the internet, is set to join forces with its UK partner Zest Techn...
03/05/2024
NAKIVO Inc., a fast-growing software company dedicated to protecting physical, virtual, cloud, and SaaS environments, announced its Q1 2024 financial results to...
03/05/2024
Hiltron Communications announces an addition to its range of satellite communication products and systems: a field-upgradable motorisation kit specifically desi...
03/05/2024
Visit LiveU at Stand D30
With this year an exceptional one for major sporting events alongside multiple, key elections, the power and flexibility of LiveU'...
03/05/2024
Agile Content, the leader in the development of technology and solutions for the provision of television services over the Internet, announces Koldo Unanue as i...
03/05/2024
Eight co-signers representing streaming services, pay TV operators and public interest groups have sent a letter to Congressional leaders urging their Committee...
03/05/2024
BOSTON Brightcove has announced that it has implemented Amazon Q Business, a new generative AI assistant on Amazon Web Services (AWS)....
03/05/2024
NEW YORK CBS has declared that it will finish the 2023-24 season as Americas Most-Watched Network in primetime for the 16th consecutive season....
03/05/2024
A new survey indicates that U.S. businesses and consumers had an overall positive attitude towards their technology spending plans in the first quarter of 2024,...
03/05/2024
Sony and Apollo Global Management have sent an offer letter to Paramount Global's board of directors making an $26 billion all cash offer for Paramount Glob...
03/05/2024
EMG / Gravity Media has appointed Charlie Cubbon chief operating officer (COO) and Jamie Hindhaugh regional CEO for the U.K., U.S., Australia and the Middle Eas...
03/05/2024
Final 2024 Season Games to Air Saturdays on WRAL at 10:30am in May, Championship on June 1
Taping for the final episodes of the 2024 season of WRAL-TV's Br...
03/05/2024
Estrella MediaCo said it is expanding its connected TV portfolio by launching three new channels with Curiosity that will first appear on Samsung TV Plus....
Leo Burnett approached MPC Creative to produce, direct, and develop the visual effects for an all-new RE/MAX advertising campaign. Taking advantage of all pre-production, production and VFX disciplines under one roof, MPC LA's in-house talent, directors Dan Marsh and Paul O'Shea, led the creation of the spectacular campaign illustrating how our dreams and reality coincide with a little guidance from the global real-estate franchisor.
