2014 Winners & Shortlists

Brief Explanation

With range being the selling point in the story, we wanted it to be showcased in a very organic fashion. And so rather than a typical cut-a-way product window, we created one that seamlessly incorporates itself into the film. Here is where we see the majority of the fantastic visual effects. We shot over 100 plates of the set using a motion control rig. Each plate had the same camera movement capturing a different furniture combination. The motion control ensured we could capture even portions of furniture overlapped by foreground props. Other elements like curtains and carpets were filmed live and later mixed in the final shot. We also captured a 360 degree HDR image of the set for lightning CGI elements. To ensure the transformations feel more organic and less mechanical, we mixed various techniques right from animating 3D models of furniture growing and popping up, to seamlessly compositing live elements into the scene.