Charlex showed off the full range of its production and post-production capabilities recently with a lively spot for all® Laundry Detergent via Merkley + Partners. The :30 promotes the new Mighty Pac liquid product by all®, taking the viewer through a splashy visual timeline displaying the company's historic line-up of products. Fluid simulations, particle effects and shape animation form the front-end of the commercial.
"This spot had a lot of moving parts," noted Charlex CD Dade Orgeron. "We did everything, from live-action to CG to dozens of VFX and compositing techniques. It was a great case study in how Charlex can produce turnkey solutions for agencies, all the way from concept to completion, all under one roof."
Charlex ECD/Director Ryan Dunn shot the live-action, and worked with Orgeron on the initial pitch. "Dade and I were on the same page early on for how we wanted this spot to look, feel and move. I wanted to make sure that the live-action element blended seamlessly with the opening sequence as well as blend into the product demo. Good planning and smart communication made for a very seamless workflow on all sides of the production."
The agency initially approached Charlex with a sequence that unveiled the products nesting-doll style; Charlex took that idea and put a high-energy spin on it. "The agency creatives really appreciated our take on the evolution of these products up front," said Orgeron. "We also made these really detailed storyboards in addition to our CG styleframes, both of which gave the team at Merkley a good amount of confidence that we could collaborate with them to bring this complex commercial to life."
Client: all®
Spot Title: all® Mighty Pacs TV
Air Date: March 2012
Agency: Merkley + Partners
CEO/Partner: Alex Gellert
Executive Creative Director/Partner: Andy Hirsch
Creative Group Head: Abi Aron
Creative Group Head: Aaron Eiseman
Director, Broadcast Production: Gary Grossman
Producer: Scott Mushinskie
Broadcast Business Manager: Pat Milo
Talent Manager: Nicole Russo
Group Account Director: Diane Hernandez
Account Director: Beth Miller
Account Executive: Jennifer Shinn
Assistant Account Executive: Katie Lamphier
Production Company: Charlex
Director: Ryan Dunn
Assistant Director: Matt O'Shea
DP: Pete Konczal
Art Director: Edmund Levine
Director's Assistant: Drew Weigel
Post Production Company: Charlex
Creative Director: Dade Orgeron
VFX Supervisor: Steve Chiarello
Senior Producer: Christine DoRego
Senior Smoke Editor: John Zawisha
Lead Flame Compositor: Marc Goldfine
Senior Designer: Chisa Yagi
Lead Modeler: Hung Kit Ma
Lead Animator: Tony Tabtong
Animators: Yun Cho, Ken Music, Daniel Speck
Lead Rigger: Steve Mann
Rigger: Andre Stuppert
Lead Lighter: James Fisher
Lighters: Will Atkin, Frank Grecco, Alex Scollay, John Volny
3D Effects: Daniel Mao, Oliver Weingarten
CG Supervisor: Salar Salehisor: Salar Saleh
Fluid Effects Specialists: Fusion CI Studios
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