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Mill Gets Hot With The Devil at Wendys

30? second spot for Wendy?s involved a large amount of hot and spicy effects (June 02, 2005)

Mill New York recently completed a 30 second spot for Wendys that involved a large amount of hot and spicy effects. To convey the message that Wendys new Spicy Chicken Sandwich is the hottest thing around, it had to appear to scorch its way through anything it came into contact with. We open on one unlucky guy preparing to take a bite, only to witness it drop through his kitchen table, leaving scorch marks and a trail of smoke and debris in its wake. Our sandwich continues downwards burning through anything it comes into contact with, until it finally rests in the depths of Hell, where even the Devil singes his fingers trying to pick it up.

Directed by Noam Murro, the piece is quirky and dark. Together with Visual FX Supervisor Eric Pascarelli, Murro shot the hero plates using a photorealistic model rigged on wires or on a moving platform. A practical effects shoot was also necessary to cover off a variety of flame, smoke and steam elements required to make the gag work. Flame Artists Dirk Greene and Dave Parker selected appropriate elements to composite around the sandwich and onto surfaces it interacted with. Sequences were timed to pause just long enough for the viewer to register what had fallen through the air before it sank through the surface and continued its journey.

One particular challenge came with the product close up on the subway floor. It was necessary for The Mill team to literally disintegrate the rubber surface using a combination of a CG ?melt renders together with selected live action elements. CG Artists Jean-Louis Billard and Oscar Gonzalez modelled and warped a section of the subway floor. By compositing glowing embers, and small wisps of smoke in Flame, our sandwich successfully penetrates the floor and nothing can stand in its way.

For more information, please contact Sadie Paris, Bubble & Squeak on +44 20 7659 2254 or

Product: Wendys
Title: ?Hole

Agency: McCanns NY
Creatives: Robert Frost and Tim Dillingham
Producer: Pat Zadok

Production Company: Biscuit Filmworks
Director: Noam Murro
Producer: Holly Vega

Editing Company: Bikini Edit
Editor: Avi Oron

Post Production: The Mill NY
Producer: Jo Arghiris
Lead Flame: Dirk Greene
Additional Flame: David Parker Wes, Gavin Wellsman
CG: Jean-Louis Billard, Oscar Gonzalez
Visual FX Supervisor: Eric Pascarelli
Airdate: May 2005


Page: 1

Related Keywords:Mill, effects, Noam Murro, Visual FX,

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