Arm & Hammer Vfx Breakdown
In our Behind the Moving Image series, we share the latest and greatest behind the scenes look at how our VFX geniuses bring to life some of our most iconic work.
First up, Kiril Mirkov, VFX Supervisor debunks a host of photoreal cat cowboys and cowgirls for kitty litter brand Arm & Hammer…
When Arm & Hammer wanted to showcase its AbsorbX kitty litter made from desert dry minerals, they needed a spot that demonstrated its benefits in a fun and memorable way and highlighted the product’s origins – the desert. The spot, directed by MPC’s Michael Gregory, features a host of cats congregating in a desert saloon and has been nominated for two VES Awards for ‘Outstanding Visual Effects in a Commercial’ and Outstanding Compositing in a Commercial.
In a cowboy world of talking cat heads on human bodies the key challenge for the animation team was to ensure that the character performance still had a high level of believe-ability and realism to allow the audience to accept the world presented to them and enjoy the humour.
Our teams crafted four entirely different, photoreal cat cowboys and cowgirls through grooming, rigging and most importantly quality modelling. Creating the base cat model with a smart edge flow allowed us to maintain the same topology for all four cats, making it easier to transfer dozens of flex and blend shapes created in the process across all the other models. Beside our main CG heroes, several real cats’ heads were replaced to complete the scenery. In-camera cat masks were used on-set and replaced in CG. To ensure we blended the CG to the actor’s head, we placed fur patches around the necks matching the colour of their furry character.
Category : Visual Effects
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