Cinemagraphs. Dirt is Good Campaign.
OMO
Embracing the concept of alchemy, where particles evoke a sense of magic and ancient elements, we explored a world where a single particle can transform into millions. The sky's the limit when particles are the core concept—they fluidly morph from everyday objects to abstract representations of data. The style and technique remain grounded even as the particles continually evolve, taking a journey from their initial movement to radical explosions. The technical challenge was ensuring these particles could seamlessly transform from one form to another while maintaining an exact count.
This project was a continuation of the 360 video we created for the same client, and we loved promoting the idea of kids playing outside and embracing the dirt. It was a beautiful concept and a fantastic opportunity to explore various scenarios where one idea can unfold. The shoot was fun-filled and messy, with the cast’s heightened emotions shining through their performances, making the over-the-top acting a perfect fit.
We integrated live action and CGI primarily in post-production, utilising a full array of techniques. Additionally, we enjoyed working with a different method—the cinemagraph. This approach allowed us to focus on the details of a single frame as it loops, creating a refreshing optical illusion with the interplay of still and moving elements.
Production Company:
Masters & Savant
Agency:
Digitas Liquorice
Director:
Candice Wainwright
Creative Direction, Live Action Direction, Compositing
VFX:
Adrian Bergoff
VFX Lead
CREDITS
CREDITS
Production Company:
Masters & Savant
Agency:
Digitas Liquorice
Director:
Candice Wainwright
Creative Direction, Live Action Direction, Compositing
VFX:
Adrian Bergoff
VFX Lead
CREDITS
Production Company:
Masters & Savant
Agency:
Digitas Liquorice
Director:
Candice Wainwright
Creative Direction, Live Action Direction, Compositing
VFX:
Adrian Bergoff
VFX Lead