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Behind The Moving Image | Arm & Hammer’s Funky Felines.

Global
October 15, 2021

Our teams created some funky felines and disco vibes in this homage to Saturday Night Fever for Arm and Hammer’s latest campaign, directed by MPC’s Michael Gregory.

MPC sourced groom and texture reference for each breed of cat to make sure we captured specific details that distinguished one from another. With this process the team found the best practice was to stick to one cat and collate as much reference of it as possible, that way we weren’t cherry picking different characteristics and blending them into something that would not have existed in the real world.

THE MAKING OF ‘SLIDE OUT TO THE FUNK’

Will Laban, CG Lead said: “the biggest challenge for us was the sheer amount of hero CG Grooms that were needed, it’s nearly double from the previous spot. Houdini’s node-based groom tools played a massive part in streamlining the character build process, allowing us to iterate quickly and re purpose attributes onto different cats, giving us a great foundation to work from”.

He added: “were lucky that the lighting on set was exciting and dynamic, it allowed us to art direct the look on a shot-by-shot basis, showcasing all the texture and groom details that we worked into the cats during the look dev phase”.

In our Behind the Moving Image series, we share the latest and greatest behind the scenes look at how our VFX geniuses bring to life some of our most iconic work.

The campaign marks another exciting outing for MPC and the brand, following on from the success of its ‘Once Upon a Time’ campaign which was recognized at the prestigious VES awards for Outstanding Animated Character in a Commercial.

View Michael’s portfolio and get touch with our teams
here.

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