News Details
| Client | FedEx |
|---|---|
| Title | Promises |
| Director | Perry Bradley |
| D.O.P. | Keong Low |
| Production Company | Film Construction New Zealand |
| Production Producer | Joszef Fityus |
| Agency | BBH China |
| Creative | Johnny Tan, Kelly Pon, Leo Zhang |
| Agency Producer | Krystie Koh |
| Post Producer | Dixie Wu |
| Post Supervisor | David Clarke |
| Editor | David Clarke |
| Colorist | Charlie Ellis |
| Compositor | Damien Yang |
| CG Animator | Alex Tang |
| CG Supervisor | Damien Yang |
| Composer | Lindsay Jehan |
| Sound Producer | Whitenoise Music |
BBH China Head of Art Kelly Pon explained, 'The concept behind 'Promises' revolves around the core pillars of every courier business - reliability, trust and more importantly, keeping promises. FedEx promises to make the delivery so that you, the customer, can keep your promises to your clients. The TV concept plays off this by bringing the 'promise' to life in the shape of a FedEx delivery box.'
Explained Director Perry Bradley of Film Construction, 'I liked the idea of a promise taking a physical form - that was intriguing.' But defining a form that worked for all parties would prove to be an interesting challenge, 'Along with Blackmagic, we proposed all manner of ideas before we settled on the final look and feel. The guys at Blackmagic - along with Post Supervisor David Clarke - worked tirelessly to create test animations and models for us to evaluate,' explained Perry.
Tracking the 3D text box 'promises' convincingly over dummy boxes shot in camera presented some interesting technical challenges for the BMD VFX team. 'For effective tracking, you need to have a clear consistent path from the start to the end of the track. In several cases, we had foreground talent passing in front of camera and when the FedEx guy was defocused or shot with panning camera moves and motion blur, tracking became very tricky,' explained BMD Senior 3D/VFX Artist Vincent Yoe.
Aside from tracking the 3D text boxes into each scene, careful attention also had to be paid to their individual animation as the Chinese characters comprising each 'promise' animate into their final formation as each 'promise' is delivered. Vincent explained, 'We had to strike a fine balance between the legibility of the 3D text boxes and the animation of the Chinese characters as the text boxes are delivered. Each 'promise' had to form just at the right moment, not too early or too late.'
Kelly commended, 'Blackmagic has been instrumental in putting all the work together in the most professional and efficient manner. The standards were high, their input made the work better and they were up against extremely tight deadlines to boot. It has been an absolute pleasure to have them in the team. It has been one of the occasions where all parties involved are equally pleased with the output.'
