(March 22, 2016) A stunning new campaign
launches the branding partnership between Global Sports Brand PUMA
and Red Bull Racing Formula One Team
in preparation for the upcoming Formula One 2016 Season. The commercial was created by Rebel @ Outsider, produced by Omelihu "Mel" Nwanguma and directed by Max Fisher for Tim Stedman at PUMA.
The concept required a herd of stampeding bulls to charge around the two Red Bull Racing drivers Daniel Ricciardo and Daniil Kvyat.
Rebel @ Outsider came to Post Production Specialist, David Cox
for solutions to create the charging bulls. “Given the tight turnaround, we looked at the possibility of using stock footage roto-scoped into new scenes. However, this would have heavily restricted the creativity of the rest of the commercial as camera angles would have to be locked to the available footage. We therefore opted for CGI bulls and I started to create these before the shoot to get a head-start.”
With the challenges of facing the busy F1 drivers' schedules coupled with limited time-frames, David had around a fortnight between shooting and delivery to complete the ambitious project.
The Finish Line in CG and Post
David reveals, “At first, it appeared that shooting against green screen would provide the most efficient workflow. However, director Max Fisher and cinematographer Luke Jacobs were keen on a spot-lit, hazy environment which doesn't directly suit green-screen shooting. Although similar looks could be created in post production, I felt that it would be better to let the director and DoP keep full control of this aspect by avoiding green screen shooting. This resulted in some extra work in post to roto-scope around the drivers, but made the overall feel of the commercial much stronger.”
David ingeniously created the bulls complete with skeletons, muscles and hair in CGI, and adds insight into the design process, “The bulls were modelled and animated by referring to You-Tube clips of Iberian fighting bulls. In the shots where there were scores of bulls, the masses were created using particle systems with an element of "artificial intelligence" to create the herding stampede action. Bulls closer to the camera were individually animated. These were then lit and matched to the hazy environment, so that distant bulls would fade to shadow whereas the ones in the spot-lit centre were brightly illuminated.”
In addition, David also created a line animation which made a heart-beat monitor morph into the shape of the PUMA / Red Bull Racing brand mark. This was then tracked into the actual heart monitor was shot in situ.
The project ran smoothly with the compositing, online and finishing achieved by David Cox using SGO's Mistika post production system
“It is always a pleasure working with David because he brings a certain amount of flexibility and transparency that you don’t necessary get when working in a studio environment.”
Mel Nwanguma Producer at Outsider adds, “For the Stampede project we needed a VFX artist who understood the various limitations we were faced with. We basically needed someone who would say ‘Yes’ to the director’s idea, then figure out a way to make it work! Having worked with David on numerous projects, he has never disappointed us.”
PUMA branding will feature prominently on the racing car, team and race-wear. Puma are also launching a range of licensed replica, fan and lifestyle footwear, apparel and accessories.
Watch “Behind the Scenes” technical video by David Cox, Courtesy of PUMA: - https://vimeo.com/155222432
Project Stills to please be Credited as Copyright Courtesy PUMA
Compositing, online and finishing on Mistika CGI modelling and animation on Blender Rendered on Cycles both locally and via the cloud services of Render Street Camera tracking on Syntheyes Brand Animation on After Effects Compositing, online and finishing by David Cox on Mistika Production Company: Rebel @ Outsider Produced by Omelihu "Mel" Nwanguma Directed by Max Fisher for Tim Stedman at PUMA DoP Luke Jacobs
ABOUT DAVID COX
David Cox' s career began at The Moving Picture Company and then The Mill in London. He then founded a post production facility in London's Soho for over a decade while continuing as a VFX artist and colourist. He uses a variety of systems to post produce with. Read more about him and his portfolio of projects here http://davidcox.tv/
VFX Artist and Colourist
Stereoscopic and Post Consultant