UK's MPC helps Samsung ad take flight
Samsung, the South Korean tech group, picked up multiple awards at the recent Cannes Lion Festival of Creativity for a campaign developed in collaboration with its ad agency, Leo Burnett Chicago, and the UK-owned visual effects, MPC.
MPC’s London, Los Angeles, Paris and Bangalore offices provided the animation and visual effects expertise at the heart of the ad which shows a computer generated ostritch using a virtual reality headset to learn how to fly. The Cannes Lions jury awarded the ad golds in the film craft category for best direction, animation, and visual effects.
The impact of the campaign was developed by filming shots of a real ostrich as well as a computer generated version, providing the animal with character traits, and soundtracking its movements to the sound of Elton John's 'Rocket Man'.
MPC has expertise in creating animated computer generated animals, including for the Oscar-winning Jungle Book movie. MPC’s advertising division has started a new character and creature group called MPC Life for its clients and the award represents an early coup for the unit.
The creative idea was part of a strategy to introduce a new "Do What You Can’t" strapline for Samsung, and the spot ends on the line "we make what can’t be made".
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Read about the Cannes Lions Festival awards
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