Here’s the latest Travelers spot from Fallon directed by MJZ’s Rupert Sanders with 40 foot umbrella VFX by MassMarket. Watch Travellers “Delivery” or read on for words of wisdom from MassMarket EP, Justin Lane (courtesy of Glossy Inc.)

What was the creative brief for MassMarket?

The job came to us from Rupert Sanders. Cedric Nicholas, from our LA office has a long standing relationship with Rupert so he contacted us early on to discuss the project. The brief was to follow the hero character through a journey in which he protects or helps people with the use of his umbrella. The visual brief was to have this the hero character carrying a 40 foot umbrella through various environments looking as if it was effortless.

What did MassMarket bring to the job?

We brought our rockstar capabilities and good looks. Okay, kidding. For this, we devised a plan with Rupert and MJZ to use a combination of a live action umbrella and a 3D umbrella. After boards were created, we went through each scene and devised a plan for which would work the best and then with MJZ’s production department, worked with them to figure out a plan for shooting the live and what would act as a place holder for the CG umbrella.

Any challenges?

The biggest challenge, as with any effects job is to make the CG look as good as the live action element. For this spot we had scenes in which we would go from a real umbrella and then cut to a CG umbrella, so the texture, lighting and the way the material moved had to be spot on.

What tools were used?

For the 3D we used XSI with compositing completed in Flame. Roto work was completed in Silhoette.

This entry was posted on Monday, April 7th, 2008 at 9:21 am and is filed under Advertising, CG, Feed. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.