Fredrik Bond has directed the new 30 second ad for Canon; ‘Beyond the Still’ for Grey New York and MJZ LA.  The ad features a printer’s (Canon 5D Mark II) eye view of a family heading out to enjoy a day out at a San Diego Chargers NFL game.  MPC provided color correction and extensive VFX compositing.

Mark Gethin carried out the grade with the Agency Creatives in attendance to give input and involvement during the all important color correction process.  The challenge of ensuring perfect color was most evident in the ‘Tailgating’ scenario where Mark applied over 35 windows to isolate different hues on shirts, team logos and key elements in the background.

The 2D team led by Franck Lambertz was tasked with creating the ‘come to life’ moments seen in each of the scenarios. To give depth and interest to the shots Fredrik and the Creatives were keen that the movements ramped up to full speed at different times.  This approach needed to be perfect, so shots were composited roughly and presented to the agency and director.  They then gave the feedback which finalized the choreography of the desired movement. Timing was particularly difficult in the stadium wide shot featuring the audience doing a wave. Once the ‘ramping’ of movement was approved, we then needed to roto-scope each individual element and composite the passes together.

There is one 30 second version of the ad and 5 x 25 cut downs.