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Fredrik Callinggard Keeps Things Simply Lite for Corningware Keeps Things Simply Lite for Corningware CG/Live Spot

(November 21, 2008)

DMN Newswire--2008-11-21--In agency Cramer-Krasselt's (Milwaukee, WI) new National TV campaign introducing Corningware Simply Lite bakeware, director/cameraman Fredrik Callinggard proves that cooking light applies to more than just food.  It's a new live action/CG spot done through Marina Del Rey, CA based Bully Pictures (, the spot production company headed by Executive Producer Jason Forest.

"Float," conceived by the agency team of VP Creative Director Chris Buhrman, Art Director Blake Winfree and Sr. Copywriter Joshua Kemeny, presents an elegantly-appointed dinner party as guests, place settings, and Corningware float effortlessly above the dining table to demonstrate the effectiveness of Simply Lite, which is 50 percent lighter than traditional Corningware.  "But in every other way," as guests and food settle gently down onto table and chairs, "it's still Corningware."

For Callinggard, the challenge was to create a mood of carefree ease and fun in a gravity-free space, not an easy thing to do when floating weightlessly around a room, and several options presented themselves.  "We considered shooting in a NASA weightless test zone or go up in a weightless ?vomit plane,' neither of which proved ultimately feasible," he says.  "We decided to shoot the spot as a mix of practical and CG-created elements that would give us complete control over the action, starting by shooting the actors held aloft by wire rigging against green screen."

To give the action a natural appearance, Callinggard dressed his actors in heavily starched clothing to create permanent wrinkles, and planted a variety of sculpture devices, including hidden pieces of metal, in the actors' hair to replicate the effects of weightlessness.  Forest adds, "Fredrik shot the actors singly or in pairs so we could better design the frame and set up a template for the effects artists.  In addition, the set was photographed from all possible angles, and then rebuilt with SynthEyes 3D camera mapping software, with most other objects built and shaded by hand. The goal was to give the VFX company as many options as possible in order to stitch everything together."

The workflow on "Float" was an international effort.  Callinggard shot the live action at 4K res on a RED ONE? camera in Montevideo, Uruguay in a restored 18th century building.  After the offline was approved, final animation, effects and compositing was done by Copenhagen-based post house Gimmick, using Maya 2008 XSI 3D animation software, HDRL lighting and an Autodesk Flame 2008 HD at HD 1080.  The spot was edited in Final Cut Pro, with additional elements composed in Adobe Illustrator and Photoshop. 

Adds Forest, "Its nearly impossible to tell the CG from the real elements, which is a major achievement when you are working in that kind of resolution.  Fredrik did a beautiful job of creating a seamless execution that enhanced the agency's vision."

Cramer-Krasselt Creative Director Chris Buhrman added, "The product set itself up for some interesting advertising, being 50 percent lighter than traditional bakeware.  Okay, there are other ways to bake that are light, but none created from this type of material and stylish enough to go from the kitchen to the table.  So, light and stylish was the brief, and voila, a zero-gravity dinner party.  Well, it took a little more work than that, particularly in production. Thanks to Fredrik and Bully Pictures for helping us weave together the story with the style."

About Fredrik Callinggard:

Director/cameraman Fredrik Callinggard has won a series of major international awards and accolades for his high-style, VFX oriented commercials; most recently a nod for T-Mobile "Hug" at the 2008 Cannes Festival and a 2006 Cannes Gold Lion for his work on IKEA's "Kitchen Dreams" Internet spot.  He is represented in the U.S. by Saarinen on the West Coast, Hot Betty in the Midwest, and by Schaffer/Rogers on the East Coast. 

About Bully Pictures:

Bully Pictures was formed in 2004 by Executive Producer Jason Forest as a full-service TV commercial, internet viral, short film, and international production service company.  The company represents directors Fredrik Callinggard, Daniel Kaufman, Craig Tanimoto, Christian Lyngbye, Franco Marinelli, Gaute Hesthagen, Michael Moretti, and Steven Finestone.  Other recent client work includes spots for Walmart, Toyota, Subway, Duraflame, Boston Market, Suzuki, and McDonald's.  For more information, write

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Related Keywords:CG, RED, Maya, Animation, Commercials, Photoshop, HDRL, Flame


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