Carbon Press:

For our VFX and design work, Carbon’s Blake Druery and Matt Beharry were at the helm as Co-Creative Directors. “This was a fun spot!” says Blake. “The main goal was to balance two key elements: the fact that the spot was shot as a one-er, and the need to give our fun poppy design elements room to shine without distracting from the action.”

“For the one-er, we had a narrow window of perfect lighting – the moment the sun was cutting a beautiful big strip through the square, reflecting off a nearby building, and creating those lovely caustic reflections. Hats off to Amr for his clear vision and thoughtful planning, and to our DP Dallas Sterling and the rest of the crew for the skill and precision they brought to pulling it off so seamlessly! From the tricky handoff of the crane arm to the handheld, to choosing the moment of perfect lighting, it was amazing to watch it all come together. I fully expected we’d have to stitch together a couple of takes to get what we wanted, but it’s a true one-shot!”

With the perfect one-er locked, back at the Carbon studio Matt and team set about jumping into styleframes for our hand-drawn, graffiti-inspired animations. Matt explains, “We picked out five hero moments to begin our design frames, and created a hand drawn style that expanded on Church’s existing motifs – stars, lightning bolts, line elements and a bold vibrant color palette. Once we had locked down the core design language and prominent visual moments we dug into animation. Focusing our attention on creating energetic moments that highlighted the talent and food and didn’t overpower the scene.”

I lead the design portion of the project and Blake headed up the Technical and VFX Compositing aspect. I even had the chance to dive in and do a bit of illustration, creating a custom mural replacement for the main background building (featuring chicken, fish, and shrimp to match up with the products featured in the campaign), as-well-as lend a hand to creating animation elements in Procreate Dreams. Such a fun project to be a part of, the Director and the entire external Agency team and Client were an absolute dream to work with.

Huge shout out to the whole team for all of their incredible work. See the full credits on heycarbon.com

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