Gravity Provides VFX for <em>Got Milk</em> Campaign

Press release from Gravity:

New York City – Gravity [1] produced the visual effects featured within a new 30-second “Got Milk?” spot starring Salma Hayek entitled "Come Drink Your Milk." The spot, from agency Deutsch, broke early March.

In the spot, we see Salma Hayek drinking a glass of refreshing milk in her kitchen. As she places her glass on the counter, she hears in her mind her mother’s call, “Salma! Breakfast!” and begins to reminisce about her childhood. The spot flashes back to years ago, with an actress portraying Hayek’s mother calling, “Come drink your milk” to the future superstar, who now appears as a 6 year old youngster first on her bed, and then, suddenly age 10 posing in front of a mirror. The youngster greets her mother in the living room, and drinks a glass of milk. We next flash forward to a teenaged (16 year old) Hayek practicing her lines from a soap opera in front of a mirror, while, once again, her mother calls out to her. Seamlessly, we next see another young girl, this time Salma Hayek’s own daughter, who responds to the call “Mija…Come Drink Your Milk.” The mother and daughter meet in the kitchen, and Hayek wipes a “milk moustache” from her daughter’s lips, as we hear the VO announcer say, “Have breakfast with Milk, and set the stage for a great day.”

Bernie Hogya, the spot’s Creative Director with Deutsch, said, “Director Wally Pfister cleverly devised a single camera move to span a decade of Salma Hayek's childhood. What he couldn't get in camera, Gravity made happen in post.”

Adds Alex Postelnicu, Gravity’s Creative Director and VFX Supervisor for the spot, “For us, this was a wonderful collaboration with the agency and Wally Pfister, who as the Director and DP, had a keen eye for composition and lighting. We provided several visual effects to this spot, which included extending the bedroom for the scene of Salma Hayek when she was 6 and 10, and for the pullbacks when at ages 6 and 16 she joins her mother in the living room to drink some milk. We also seamlessly stitched together a variety of shots that panned from decade to decade to decade, gradually speeding up into the future, where we see Salma and her daughter in present day. We did our best to make these transitions artful and tasteful. This was a really nice spot to work on, the cast and crew were incredibly happy to be involved with this project, and everyone on set truly seemed to be enjoying themselves.”

CREDITS

Title: “COME DRINK YOUR MILK”

Agency: Deutsch
CCO: Greg DiNoto
Creative Dir.: Bernie Hogya
Art Director: Richard Kolopeaua
Copywriter: Chip Rich
Executive Producer: Crissy Cicco
Head of Production: Joe Calabrese

VFX: Gravity NY
CEO/Chief Creative Office: Zviah Eldar
CMO/Executive Producer: Bob Samuel
Creative Director/VFX Supervisor: Alex Postelnicu
Producer: Raena Singh
Head of Production: Karen Bianca Bisignano
Production Coordinator: Kelly Benenati

Editor: Lawrence Young @ Number Six

Live Action: Independent Media
Director/DP: Wally Pfister
EP: Susanne Preissler
Producer: Denise Rocchietti