"13 Hour Sale" a commercial for Dayton Hudson/Marshall Fields, featuring
actors moving about at frenzied paces in a busy intersection.The quirky
spot features some of the same actors in the same frame two and three
times moving in different directions with many subtle hidden elements
that allow the audience to see something new with each repeat viewing
of the spot.
OneSuch Films commercial production company in LA submitted director Jay Torres' reel to the client "Design Guys." Steve Sikora of "Design Guys" came to Torres facility, called Fugitive, to create a commercial promoting the stores' 13 hour sales that could run for a full year, without losing the interest of the viewer. Sikora liked Torres' reel because it showed his experience in altering the concept of motion and he wanted a "Twilight Zone" feel to the commercial. Torres saw that the story board included simple feet walking and thought it would be great to add some dimension and time effects.
In order to come
up with a compelling final product, Torres shot over 50 different elements
(including the leopards and balloons), using a motion control rig to composite
into the spot. The motion control shots feature actors shot independently
moving at varying speeds, backwards and forwards, and at different times
of day with shifts in lighting. The challenge for Fugitive was to composite
an enormous number of elements into one continuous shot seamlessly. Additionally,
Fugitive needed to make 10 people who were shot separately appear to be
around 100 people. Every element in the shot required articulate roto
work, and Commotion's motion blur was used heavily on the mattes because
a lot of the people were moving quickly.
All the actors were
composited together onto one clean plate of a busy intersection to appear
as if they are all moving in the same space at the same time, Commotion
and Composite Wizard came to the rescue in achieving this effect. In order
to make this work, Fugitive's artists first used Commotion to clean up
the motion control plates by painting out place markers from several shots
using the application's Super Clone feature. There were over 20 passes
with the motion control rig and each person needed to be rotoscoped out
of the intersection and blended into the clean background plate..
"We would typically
go to a post house to do this type of work -- but it would cost a fortune
to complete such a large amount of rotoscoping work in an Inferno suite.
For rotoscoping, Commotion proved to be the best tool. It makes the most
sense to use Commotion for this type of work, it is easy to use, the results
are great and it runs on standard desktop Macs and PCs." commented