Fx & Mat: Coke “Siege”
If you tuned into Superbowl 2011, you may have seen a slew of dazzling commercials that caught your eye. Here at Motionographer, we where particularly impressed by the latest from Fx & Mat, Coke Siege. As luck would have it, we were fortunate enough to rope the directors in for an exclusive interview about the teams latest piece (full interview below).
“Our intention was to make an epic film using the codes of the fantasy world. As illustrators ourselves we love the energy we see in concept art for films, books and games and we thought this project had great potential for bringing that into motion. We wanted illustrated landscapes, integrating the characters as much as possible with their environment. Wherever possible, we wanted to use graphic tricks to create depth – using atmospheric depth and coloured haze, rather than very photographic optical depth of field.”
Full interview with Nexus’s Fx & Mat about Coke “Siege”
Great Job, Coka Cola wouldn’t let me make a comment without there approval….lame
Hugely ambitious and well executed. Congrats!
Well executed from the productions point of view. Super lame concept, obvious fail from the agencies point of view.
Yeah, it’s quite lame. Maybe it’s trying to appeal to WOW fans or something.
Beautiful production, too bad the script is typical corporate ad agency pablum.
I’m not seeing an incredibly lame concept here. It’s lighthearted and fun. It seems like a little quirkier characterizations of the typical WOW stereotypes would have been a little refreshing, but the story’s a nice turn.
but holy crap!! Well executed!!
Pro polish and execution, but I felt the directors made some odd staging and cinematography choices.
In a story of this kind where you have two opposing forces coming to a head, it generally helps to keep one force on one side of the screen and the other on the opposite side. This keeps the viewer properly oriented and helps the story flow smoothly. The directors often seem to disregard this principle. In one shot, the defending force is looking screen left towards the attacking force, in the next shot they’re looking screen right. Even the ice dragon emerges from the left, when up until that point, the attackers were always positioned left.
That’s not to say that rules can’t be broken, but they should be broken intentionally and for valid reason… and I guess I don’t see any reason here. There are also established ways to flip screen direction if you absolutely must get a character to the opposite side of the screen… but again, they were ignored here. I think all of these shots could have easily been staged properly with equal impact without violating these basic rules of film.
fun spot to work on, 75 people seems to be a bit over kill though…….