Press Release from Not To Scale
Not To Scale’s ever busy directors, National Television have recently completed three rousing spots for Shredded Wheat working alongside creative director John Hurst at McCann Erickson London.
All three are advertising Shredded Wheat’s range of breakfast cereals, Big Biscuit, Honey & Nut and Super Fruity, each 30” commercial had a hint of the Hollywood Musical about them, using the product to create complex geometric patterns and colourful kaleidoscopic imagery in the mode of Busby Berkeley.
National TV came from their home town of LA to shoot for Not To Scale at the cosy Mount Pleasant Studios with expert food DOP Keith Goddard.
Shooting with the Phantom the first day. A busy Art department created magic with the assistance of fishing wire, a drill driven fountain and 40 litres of milk; not to forget an obscene amount of Castrol GTX to create all the necessary effects needed in camera. Complicated rigs were made and with these the team were able to create amazing slow motion shots of milk fountains, shredded wheat cascading, honey pouring and fruit tumbling and various combinations of all of the above.
Second day the good men of Motion Control and their Juno machine with jib came on board to assist with complicated camera moves. Orchestrating talent in shot as well as key timings of milk and honey pouring and elements coming into and out of camera gave the team lots of interesting challenges, which they overcame to create the required technicolour and seamless effects.
National TV were able to take the raw files across the pond after the shoot so as they could hit the ground running with animation once arriving in LA. Back home at their studio the hard work continued, constructing and merging the shot elements with the rest of the world. The puzzle to solve was then how to mix the falling, tumbling, and ready-to-eat Shredded Wheat biscuits into a believable CG world of dancing honey dippers, flipping platforms and choreographed fountains, which their talented team tackled with vigour.
The end result has delivered exactly to the initial brief and resulted in three brilliantly orchestrated energetic spots, that will have you dancing for your next bowl of Shredded Wheat goodness.
To view: http://vimeo.com/23869608 
Directors: National TV (Chris Dooley: Creative Director and Kevin Walker: Technical Director)
National Producer: Zachary Wakefield
Producer: Dominic Freeman
Executive Producer: Dan O’ Rourke
Executive Producer – National TV: Jared Libitsky
Production Manager: Kelly Ford
Animation co: Not To Scale
Designers: Brian Won, David Chun, Kevin Walker, Diffan Norman
2d/3d animators: Kevin Walker, Staci Plassche, Preston Brown, Diffan Norman, Hai Ho, Hansoo Im,Frederico Ponce, Sungwook Su.
Storyboard Artist: Aaron Sowd
DOP: Keith Goddard
1st AD: Terry McShane
Gaffer: George Edwardes
Props: Clive Pegg
Production Designer: Russell de Rozario
Motion Control: George at VFX
Food Stylist: Dagmar Veseley
Agency: McCann Erickson London
Creative Director – John Hurst
Anita Nair – Producer
Danielle Connelly – Production Assistant
Account Dir – Georgie Landrey
Account Management – Claudia Jackson Bailey