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Framestore brings Kevin Bacon’s dreams to life for EE and the new Apple campaign | LBBOnline

EE and Apple have partnered with Saatchi & Saatchi and Framestore to present their latest campaign starring Kevin Bacon, Dream Big.

Directed by Noam Moreau, co-founder of Biscuit Films, the site leverages Framestore’s visual effects prowess and the specialized rating skills of Jean-Clément Soret at popular sister company, Company 3, to showcase the new iPhone 14.

The site sees Kevin Bacon living three of his wildest dreams: leading a rock festival, drifting into outer space, and speaking at a presidential rally. In each, Kevin’s environment is larger than life, whether surrounded by a seemingly endless cheering crowd or the endless expanse of empty space. No matter where it is, it’s the new iPhone 14 that catches Kevin’s eye, taking center stage no matter what the dream is.

Saatchi & Saatchi has teamed up with Framestore to bring this collaborative project between EE and Apple. Having worked on several Kevin Bacon campaigns in the past – including “A Close After Far Shave” – ​​the studio was excited about the narrative and opportunity to create more complex scenes for this latest iteration, as it has been tasked with developing a trio of vast worlds that explore the inner workings of Kevin’s mind is in a magical dream sequence.

The Framestore team was led by Matthew Thomas and Ed Mikolaitis, who headed up the 2D team and the CG team, respectively.

“We drafted CG and effects in Houdini, built assets in Maya, installed them in Nuke, graded in Baselight, and used Flame for ultimate perfection,” says Matthew Thomas. “Because we started early in the project, we were able to streamline the process by developing concepts before production began, stabilizing the shape and size of each shot, determining what was possible, and communicating it all to the production team.”

One element of the campaign that required specific crafting was the crowd during the festival and gathering scene, which needed to film 20,000 people—a big jump from an additional 50 on set. Matthew Thomas explains, “We took individual vignettes filmed for the actors in the Nuke Particle System, before creating geometry on which we could redeploy the crowd, and stitch the panels together at the end. To avoid repetition, we filmed each actor for 30 seconds while they were performing different movements from Cheer to applause, using different clips for variety.”

Commenting on the space sequence, Ed Mykolaitis reveals, “Kevin Bacon was initially shot in a spacesuit on set, sitting in a rocking chair on the platform; however, we wanted more control over the individual elements, so we ended up repeating the shot. Using visual effects, we eventually crafted all but Kevin’s face in CG.”

He adds, “Framestore has a wealth of cinematic experience in the setting of outer space in particular, which we have been able to draw on to craft a sequence befitting the big screen. To emphasize the sense of deep space, we have processed the lighting to reflect the harshness of the sun, while adding light movement to accentuate the feeling of weightlessness, Which complements the dreamlike quality of the scenery.”

To make the iPhone 14 shine, Framestore performed still photo art photography attended by Apple’s Creative Director. Matthew Thomas explains: “We wanted the phone to look its best in the campaign, so we teamed up with Apple’s creative director to match the lighting to the specific conditions used in capturing still photos, paying attention to every last detail to ensure it achieved its potential.”

Because of the partnership with Post, the project required clear communication between Framestore and the production team. Matthew Thomas commented: “It was great to work with so many people collaborating – Saatchi & Saatchi and the creators were fantastic. Our Director Noam Morrow had already worked on a number of Apple projects and could therefore convey exactly what the brand wanted. We also worked closely With DOP Fabian Wagner [House of the Dragon] from the outset in order to allow sufficient time to prepare the concepts for such a large-scale vision.”

Ed Mikolaitis adds: “We really appreciated the amazing shots we got from Naomi and the production team – they let us showcase our craft at its best. Kevin Bacon is a superstar too – it’s not easy to act in front of anyone and make you feel like you’re being encouraged by a crowd of thousands!”

The campaign will run via TVC, online and social media.

FRAMESTORE

first product: Alexia Patterson

Visual Effects Supervisor: Matt Thomas

CG Supervisor: Ed mycolites

creative director: Kamen Markov

Visual Effects Supervisor: Jules Janod

Visual Effects Production Coordinator: Chloe Dun

production assistant: Conor Garnett

flame: Andrew Salter

Asset appearance / modeling / textures: William Fiorentini. Patrick Baggio and Jonathan Watkins

Forgery: Jack Bennon, Nathan Clark

Tracking and Planning: Oliver Cordwell, Zoe Woods

animation: Jessica Kersey Preston

CFX: Jack Hubbard

DMP: Cedric Profit

Paint and roto: Joe Forder

COMP: Jyoti Tiwari, Jisoo Speicherman, Sam Messels, Michael Baker, Mark Levantidis

VFX Editing: Micah McLeod, Humberto Rinaga

US shooting supervisor: Shawn Dollins

color: Jean-Clement Sorett, company 3


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