Tuesday, February 23, 2010
W+K Old Spice Making Of…
(NOTCOT): "Now even more fascinating, i love the interview embedded after the jump where “Leo Laporte interviews Craig Allen and Eric Kallman of Wieden + Kennedy to find out how Old Spice “The Man Your Man Could Smell Like” was made.” ~ And it just gets MORE amazing. They did it in practically one shot on a 3 day shoot… building half a boat on the beach at the waters edge ~ having a shower set that gets crane lifted away ~ and as he sits down on a mechanism that rolls him onto a real horse! The only CG stuff ~ they painted out the device… and they superimposed the overflowing diamonds that were coming out of a fake hand…"
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6 comments:
I saw this commercial during the Super Bowl and I've been CAPTIVATED by it! The fact that almost the entire commercial is constructed of physical sets (and a live horse) is astounding. I'm not sure that the commercial's entire premise (make your man smell like Isaiah Thomas) was the most effective, but through eye-popping imagery and humor, the commercial establishes an extremely memorable iconographic representation of the product.
That was so awesome. Hearing them talk about how many takes they had and how they had to rig the sweater to fall on his shoulders, it sounds like a Rube Goldburgh! I suppose with single shots that last a long time it makes sense. You have to do the shot over and over and over until the sequence of events runs perfectly as planned. Loved the commercial. Especially the tickets in the oyster and the horse!
This is amazing. I cant believe that this was done in one shot. It is incredible that the only thing that was majority computer generated was the bottle coming out of his hand with the diamonds. The time that they put to preproduction must have been extremely high. They must have had a ton of trouble shooting prior to the three day shot. The team that they had must have been on the best to get this to work and look this good. I can’t even believe the amount of money that Old Spice paid for this commercial to be produced but I am sure that they are very happy with it. I hope that we see more of these types of commercials in the future.
That is so cool! It never would have occurred to me that they could do this in one shot. The actor is also VERY impressive. He didn't let on that he was moving at all! That would have been really interesting to work on that production. I really like that they actually built the whole set, and arranged everything the way they did. I can't wait to see what they'll come up with next!
There's money in the commercial production business, thats for sure. They barely touched on it in the interview, but it sounds like they hired other companies to build, tech, and operate the scenery/automation. W&K is just the writing/artistic company. I'd like to find out who built the technical elements and designed the shooting sequence.
I agree with everyone. This is amazing! I was so surprised to find out that the creators took the time to build those set rather than just computer generating them. I also really applaud Old Spice for hearing this idea and not dismissing it immediately. Commercials are the perfect platform for cool but pointless technical effects like this because all they have to do is caught people's attention and they don't have to have a point. I would like to see more and more commercials like this.
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