27.03.2010
Prime Focus creates 100% CG ad for TBZ
Prime Focus created the new Tribhovandas Bhimji Zaveri ad which celebrates TBZ’s jewelry designs across decades, adorning Indian brides since 1864. The ad is 100% CG and has the apt punch line ‘The original’.
The film has been conceptualized and put to life by Creative and Visual Effects Supervisor and senior online editor at Prime Focus, Raj Tambaku.
The ad starts with the shot of a heritage style book opening, with the founder Mr. Tribhovandas Bhimji’s photograph on the first page. As the book flips further, it runs into pages of history, occasionally stopping on the pictures of brides through the years, adorning TBZ designs, till it finally opens to a page with the TBZ logo, along with the punch line “The original since 1864”.
The creative brief submitted by TBZ was minimalistic, and included nine different shots of women adorning their jewelry. The ad proved to be a challenge in terms of creative execution as the brief demanded that the TVC be made with those nine shots alone, portraying the jewelry and women through the decades.
“There was a lot of creative brainstorming before the idea of a book came up, capturing the history of TBZ over the years, instead of simply morphing one shot into another. That was the original brief and threatened to look crass.” says Raj Tambaku.
The next challenge that faced team Prime Focus was how to make the book look interesting VFX wise. Showing a book by simply flipping pages would make the film look slow and boring.
To counter this challenge, the first step taken was to carefully design the layout of the book. Around thirty pages were designed to be a part of the book, paying special attention to details and design intricacies of each page. The texture and lighting of the book and its pages were also worked hard on to achieve the perfect look.
The next step was to create the page flips. The wind factor was added in order to make the flip look more interesting, real and dynamic.
“It needed a crescendo in the air to break away from the flipping, like a kinesis; so a page was made to hang in mid-air and then flip back. This was the perfect way to conclude with the message “the original”, says Raj.
Since the book was the main subject of the ad, care was taken to create the background in a way that it may not steal focus from the subject.
The ad is technically highly superior. Z-depth passes were used to create macro lens effect (a tight lens that captures intricacies of a subject).
Great stress was laid on making the book look original and not CG. Therefore, the edges of the pages were made to look softer. The book was made to look organic by furthering weathering.
Justice is done to the visuals of the ad by an ethereal background score by Clinton, along with Shilpa Rao’s enchanting voice that added the final touches to make it a ‘heritage’ show.
Work on the TVC was completed over two weeks, at Prime Focus studios in Lower Parel, Mumbai.
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