James Rouse has directed Strongbow’s new campaign ‘Final Push,’ an epic inspired battle promoting 'hard earned Bowtime.'  The spot was produced by Jessie Middleton at St Lukes and Benji Howell at Outsider, with MPC providing the post.

MPC was involved from Pre-Production, creating pre-vis for the large-scale crowd shots to help determine the number of extras required to fill the foreground and to give an idea of possible camera lenses and moves.  The shoot took place over 4 days on Beacon Hill overlooking Halifax, with one additional day in-studio.

The textures for the various costumes and props were shot in the studio and were combined to create 10 different types of 3D tradesmen.  The crowd of 200 extras on the shoot was extended to 14,000 using Massive software, which was then rendered through Maya using Prman and MPC’s own Tickle.   Digital matte painting transformed the backgrounds of the shots into stunning landscapes of rolling hills and mountains.

Background props and smoke were added throughout the film amongst and behind the extras, to give the impression of a huge crowd.  Skies were replaced in the majority of the shots leading up to the sun emerging through the clouds over the town.

The 2D team married the live action footage, digital matte paintings of the landscape and CG crowds. Compositing was done in Smoke and Shake.  

In Rouse’s words; ‘It's lovely to work with a group of people who are not only incredibly talented but so genuinely enthusiastic about their work. And you know you're working with the right people when they constantly suggest things that make their own lives more challenging, but the end result so much better.  The team at MPC were all these things and more.’

Paul Harrison added the all-important master grade to create the epic atmosphere.

The 60 second version and cutdowns will be on air and online from 23 May 2009.