The Mill and BBDO: “98% Human” for PETA

The superb performance from this CG chimp, very effectively pushes forward both PETA’s goal to remove real great apes from TV and film production and the state of CG creatures in commercials.

The Mill+ animation director Angus Kneale: “‘98% Human’ is part of PETA’s commitment to stop primates being used within the entertainment industries as actors. We embarked on an incredibly ambitious journey to create a truly photo-real 100 percent CGI chimpanzee.

“This was one of the most exciting and challenging projects I’ve ever worked on. Crafting PETA ‘98% Human’ was more than about creating a totally believable, CG chimp. It was about establishing an emotional connection and empathy with the audience.

“In the past, we would have used motion capture and mapped a human actor’s performance directly onto the CG character. But we wanted to approach this project in a different way, so we decided to rely on the skill of our animators for the final chimp performances, only using an actor for pre-vis.

“We pushed computer graphics imagery to a new level creating bespoke technology in muscle and skin simulation, higher than any other project or film to date.

“We achieved this by developing new techniques from simulated bloodstreams, skin tension and even individual pores at the base of every hair on the chimpanzee, all with the aim to create a creature that is practically indistinguishable from his flesh and blood counterpart.

“The spot demonstrates the partnership between creativity and technology by delivering on PETA’s powerful message that you do not need to use live primates as actors, now that we can create fully life-like, photo-real primates.”

Agency: BBDO, New York
CCO: David Lubars
ECD: Toygar Bazarkaya
Copywriter ACD: Alessandro Fruscella
Art Director ACD: Daniel Aykurt
Account Director: Ben Griffiths
Account Executive: Alfredo Lang
SVP/Group Executive Producer: Brian Mitchell
Senior Producer: Tara Leinwohl
SVP/Director Music Production: Rani Vaz
Client Contact: Julia Gallucci

Design and Animation Studio: Mill+
Animation Director: Angus Kneale
Director of Photography: Maryse Alberti
Producer: Nic Barnes
Head of Content: Ian Bearce
Line Producer: Richard Schwab
Production Coordinator: Tia Perkins
Production Designer: Joseph Polacik
Casting Director: Kristen Paladino/Paladino Casting
Actor: Ryan Garbayo

Post Production: Mill NY
Creative Director: Angus Kneale
VFX Supervisor: Vince Baertsoen
Head of Production: Sean Costelloe
Producer: Colin Blaney
Lead Compositor: Kyle Cody
VFX Editor: Ryan McKenna

CG Artists:
Lead CG Artist: Vince Baertsoen
Lighting: Thomas Bardwell, Kevin Ives
Animation: Alex Allain, Henning Koczy, Navdeep Singh
Rigging: Peter Agg
Modeling: Paul Liaw, Olivier Varteressian
TD: Dave Barosin, Jimmy Gass
Colorist: Fergus McCall

Editing: Lost Planet
Editor: Max Koepke
Assistant Editor: Alessandra Lacorazzo
Producer: Lisa Barnable
Executive Producer: Krystn Wagenberg
Sound: Sonic Union
Audio Mixer: Paul Weiss
Sound: Henryboy
Sound Designer: Bill Chesley
Producer: Kate Gibson
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