Rushes Details Complex 3-D Work for Daily Mail
Press Release from Rushes
Rushes were recently approached by M&C Saatchi and production company, Great Guns, to complete the postproduction for a campaign of six separate Daily Mail commercials. Within these films a number of complex 3D and compositing challenges had to be met.
For the “Good Health” film Rushes were tasked with re-creating a camomile flower and then transforming it from withered and dead to a fresh bloom containing within it a beautiful naked woman. To achieve this, the flower had to be created entirely in 3D, using Maya and Pixar’s Renderman, and then combined with a live action crane move to create a seamless result.
Director, Callum Macdiarmid, wanted to have a very naturalistic and strong lighting scheme for all the films so the Rushes team worked using multiple passes to create the impression of very strong backlighting throughout.
For the “Money Mail” film Rushes had to design and build an oak tree, starting from a small shoot, breaking through the studio floor and growing money instead of leaves as it progresses to its full majesty. This highly complex series of shots took over seven weeks to complete.
Product: Daily Mail
Production Title: Good Health & Money Mail
Agency: M&C Saatchi
Agency Producer: Charlie Macpherson
Art Director: Tiger Savage
Production Company: Great Guns
Director: Callum Macdiarmid
Post Production: Rushes
Rushes Producer: Frankie Limata
3D Animation: Jonathan Privett /Andy Hargreaves
Graphics: Jonathan Privett /Andy Hargreaves
Colourist/Grading: Simone Grattarola
View the work here: http://web.rushes.co.uk/quicktime/daily_mail_good_health_512x288.mov