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发现与顶峰: 2C创意的鲨鱼周
案例简介:
发现与顶峰: 2C创意的鲨鱼周
案例简介:
Discovery and Crest: Shark Week by 2C Creative
案例简介:
Discovery and Crest: Shark Week by 2C Creative
案例简介:
发现与顶峰: 2C创意的鲨鱼周
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Discovery and Crest: Shark Week by 2C Creative
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What do you get when you cross a leading oral health brand with the biggest TV event of the summer? For Crest and Discovery Channel, the answer is one rather unusual trip to the dentist, Shark Week style. In this new brand integration courtesy of long-time collaborating agency 2C Creative, a great white shark gets a seat in the dentist’s chair for a CG-fueled teeth cleaning.2C was tapped by Discovery to give life to a concept written and conceived by Michael Eisenbaum, vice president, branded entertainment at Discovery Channel and Science Channel. The idea involved putting Shark Week and Crest together in a humorous, unique and attention grabbing custom vignette. From the beginning, a key consideration was what the shark would look like. With the project requiring such a high level of CG and real-life integration, it was hard to visualize the finished product, so everyone needed to trust the arduous process and watch it slowly come together.The intensive, effects-driven effort involved carefully shooting the dentist office scenes using a shark stand-in wearing a green suit and shark helmet, providing reference for the hygienist giving the cleaning. The live-action shoot had to be sensitive to 2C’s render-intensive Cinema 4D for modeling, animating, texturing and lighting, as well as the roto and composite work that would happen later in post. The integration of the shark into the scene was a slow, deliberate process over a month involving some 40 hours of rendering for the final composited 10 shots.CreditsMichael Eisenbaum - Vice President, Branded Entertainment at Discovery Channel and Science Channel - DiscoveryTheresa Sun - Sr. Manager, Ad Sales Marketing - DiscoveryNettie Ferrara - Production Manager - DiscoveryAndrew Littell - Director, Content Collective - Crest AgencyChris Sloan - Chief Creative Officer - 2C CreativeNikki Coloma - General Manager, Senior Director of Operations - 2C CreativeBrian Eloe - Live-Action Director/Creative Director - 2C CreativeChris Volz - Senior Editor - 2C CreativeLuis Martinez - Design Director/ VFX Supervisor - 2C CreativeBob Cobb - Executive Producer/Design - 2C CreativeDmitri Zavyazkin - 3D Artist, Compositor & Color Correction - 2C CreativeAndy Fernandez - 3D Artist & Compositor - 2C CreativeAshley Hartford - Technical Operations Manager - 2C CreativeWilliams Naranjo - Assistant Editor - 2C CreativeChuck Ozeas - Director of Photography - CollaboratorChris Stoerchle - Line Producer - CollaboratorGreg Jackson - Art Director - CollaboratorCesar Haliwa - Sound Design / Mix - Collaborator
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