Client: COI- Department of Health
Studio: Lola
The brief here set by a government campaign was to fill an urban skyline with giant CG cigarettes that had to look as realistic as the streets they were standing in. The concept of this campaign is different to that of the usual shock tactics employed when trying to persuade people to stop drink- driving, taking drugs and smoking, making it a refreshing idea. Rather than trying to scare people into quitting by showing them horrific stories of what may happen, this advert takes a new approach by showing how the NHS can literally help people "get off" cigarettes, rescuing them from their addiction.
A powerful yet simple idea, although the execution was complex. A combination of real footage and clever CGI help the cigarettes look like a real part of the city, the use of HDRI images being essential to get the lighting right for the time of day. Grahame Andrew, the 3D supervisor, said that the biggest difficulty was "the placing of the people in these shots to make the whole thing believable". Adding that "the photo- realism was the most challenging aspect of the project".
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