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HomeNYC Puts ?Technique in Bottle for Miller Genuine Draft

Studio Creates Visual Effects and Graphics for :30 Spot

Commercial design and production studio HomeNYC recently completed editorial, visual effects and graphic treatment for Miller Brewing Companys ?Sweat the Technique spot. The :30 spot, directed by Julien Christian Lutz aka Lil X for Commonground, features a surreal nightclub environment captured inside the bubbly, golden world of a cool bottle of Miller Genuine Draft. 

Demanding a three-week turn around, the spot came to HomeNYC through Lil X who oversaw the production including casting and performances and helped conceive the unique beer world concept. Working with Lil X and agency Art Directors Quinn Black and Elaine Park, HomeNYC Creative Director/Senior Flame Artist, Ben Orisich (who was also Second Unit Director), created the overall visual look and mood of the spot. Home NYC began by creating an initial series of style frames.

 The HD spot was shot on set in Los Angeles entirely on green screen with the edit storyboarded in complete detail before shooting began.  Each performer was shot individually at medium, wide and tight angles and later put in visual sync to appear as they were dancing together as a partying group. The MGD bottle was shot on black both very close-up and full element to capture all the bubbles and golden shades. 3D bubbles and type elements were created in After Effects. Light effects and depth were created in layers (using as much of the live-action elements as possible) to make bubbles appear and then blend into the background as they receded. Compositing was done in Flame.

?We tried to create a natural organic environment, said Orisich. ?In the end, about 270 layers of visual effects created a seamless, bright and flowing environment. HD gave us maximum sharpness on camera moves and zooms. We had two Flames working simultaneously upwards of 15 hours per day until the spot was delivered.
Using Smoke, HomeNYC Senior Editor Mark Tyler cut the spot at HD resolution  in just three days. Up to 10 multiple layers of video were used moving in real-time to see how the camera moves would work as the spot was being off-lined. Final render was done in NTSC.

?This was the kind of job where we were brought in from the beginning, said  Tyler. ?Ive worked with Lil X for quite a few years. HomeNYC was able to do all the design work and control the edit and all the other post elements. The project not only reflected what we want to do as a business model but it was also a whole lot of fun.

Visual Effects, Design & Editorial: HomeNYC
Creative Director: Ben Orisich
Senior Creative Editor: Mark Tyler
Visual Effects: Ben Orisich, Senior Flame Artist and Sheldon Smith, Flame Artist
Music/Sound Design: Matt Marotta

Agency: Commonground
Producer: Kwame Amoaku
Creative Director: Parde Bridgetti
Art Directors: Quinn Black and Elaine Park

Production Company: H.S.I Production Co.
Director: Julien Christian Lutz aka Lil X
Executive producer: Ellen Jacobson
Producer: Rhonda Vernet

For more information on Home NYC, please visit 

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Related Keywords:HomeNYC , Lil X

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