09.11.2009
Prime Focus recreates Pied Piper for the new Reliance ad

The new Reliance ad featuring the superstar Hrithik Roshan in his new look which is unique in more ways than one. Not only Prabhudeva and Hrithik team up for this ad; this time storytelling is taken to a new level with the concept being picked up from the famous story-'Pied Piper of Hamelin.' Hrithik, playing the Pied Piper makes the text on hoardings transform into digitally created rats, emerging from various hoardings around him, follow him to the top of the cliff and make them fall from there. MAD Entertainment, the production house and Prime Focus, the post production studio comes together here for another project following the successful Coffy Bite ad earlier in the year.

The brief from the client was to make the transformation from the text / logos as seamless as possible & Prime Focus has been able to deliver exactly the same. The VFX team at Prime focus compromising of 30 artists delivered the project in the span of 10 days. Merzin Tavaria, Chief Creative Director, Prime Focus & VFX supervisor on the project said "Extra detailing and attention was given to study the movement of the rats and execute them on screen. The rats responding to Hrithik's tunes was a challenge as we had to show the rats matching Hrithik's rythmn which is quite a task." Merzin added," The difficult part was to strike a balance between the real life like movements for the mouse and the surreal feel of the transformed textual mouse characters in the given timelines which were extremely tight. The use of the accurate information of the lights and the camera info - taken by our onset supervisor at the shoot to generate and re - light the cg scene, really helped." The ad has been directed by Abraham Cherian and produced by Sunil Manchanda.

 Credits:

VFX Supervisor:                          Merzin Tavaria
VFX Line Producers:                   Naamgyal Tsering / Tarun Kripalani
VFX Production Co-ordinator:    Yatin Vij
Smoke Assembly Editor:            Santosh Chaudhary
Telecine:                                      Rahil Merchant
3D/2D supervisor:                      Mahesh Baria (2D) / (3D) Sameet Gupte.
3D Producer:                               Michael D'sa
Head of Vfx Production:             Stephen Mascarenhas

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