Informations sur le projet

Date de sortie: 23 novembre 2018

Pour célébrer le 40e anniversaire de VIA Rail, le service ferroviaire canadien a récemment publié un nouveau message télé intitulé « L’avenir est à bord », développé par Cossette. La célèbre agence canadienne avait invité trois studios d’effets visuels à pitcher cette campagne, qui devait être entièrement numériquement réalisée; et Rodeo FX a été l’un de ces trois studios à pitcher.

Le concept original de cette publicité, est une série de plans des routes canadiennes, devenant de plus en plus grandes et de plus en plus encombrées, avant qu’elles ne se transforment en un seul ensemble de voies ferrées. Cossette, agence publicitaire de Via Rail, a approché Rodéo FX. Nous avons alors proposé une dimension temporelle en clin d’œil au 40e anniversaire, une progression à travers les saisons et les heures de la journée pour marquer le passage du temps. Cette vision a trouvé écho auprès de l’équipe créative de Cossette et a permis à Rodeo FX de se lancer dans le projet.

PUBLICITÉ

The greatest challenge in creating this plate-less spot was to make it hyper photorealistic. As all of the footage seen on the spot is CG – nothing was filmed for the spot – every detail had to be meticulously conceptualized and executed by Rodeo FX’s artists. The artists based their work off photo references. The photographic direction for the spot was led by Rodeo FX.

In order to create the spot, Rodeo FX’s team used 2D projections as well as 3D elements to create a parallax effect and give dimension to the assets. One of the more challenging assets of this spot is the traffic, particularly as more and more cars are added and the traffic halts to a stop. In order to create a realistic feel, the cars could not be completely static. There had to be small sporadic movements to mimic the way traffic behaves in real life. This also meant the break lights had to be responsive and light up accordingly. Rodeo FX built the traffic shots using Houdini and employing creative computing behaviour.

The final spot shows roads and major highways inspired by trans-Canadian examples. The city in the horizon in the final shot is a fictional city inspired by Canada’s metropolises, meant to represent all Canadian cities and giving a glimpse to the future. This final shot was created in full CG, using set dressing for the semi-industrial neighbourhood and buildings. The city in the background is a matte painting.

Rodeo FX’s Advertisement team worked directly with Cossette on this project, no production house was involved.

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