MPC WORKS ON 12 EPIC SPOTS AT THIS YEAR’S SUPER BOWL

Super Bowl LIV was filled with some impressive ads this year, and we were excited to work on 12 of the spots, from General Motor’s epic film to tease their new Hummer Model M, to Audi’s commercial featuring Game of Thrones’ Maisie Williams singing a remake of “Let it Go” from Disney’s “Frozen”.

General Motors – Quiet Revolution

To announce their brand-new Hummer Model M – an all-electric vehicle designed to rival other large EVs in the market – General Motors enlisted Leo Burnett to create a Super Bowl spot that showcased the car’s unique traits.

Directed by MJZ’s Dante Ariola and shot by Academy Award-winning DP Emmanuel ‘Chivo’ Lubezki, the stunning film includes four vignettes acting as visual metaphors for the car’s qualities – from a herd of wild horses representing the huge horse power, to an incredible slam dunk by basketball star LeBron James signifying quiet dominance, followed by just a glimpse of the front grill as a teaser of the car which will be revealed at a later date.

MPC handled the VFX, which was led by MPC Creative Director Michael Gregory, Comp Lead Rob Ufer and CG Supervisor Tim Kafka, with grade by MPC’s Mark Gethin. This marks an ongoing partnership with Dante Ariola – we have worked with him on multiple campaigns including BMW ‘Legend’ and Hyundai ‘Next Awaits’, and we have also previously worked with ‘Chivo’ on high-profile campaigns such as Vanity Fair’s 25th Anniversary Hollywood front cover and Guerlain’s stunning campaign featuring Angelina Jolie.

Find out more here.

Agency – Leo Burnett
Production Company – MJZ
Director – Dante Ariola
DP – Emmanuel ‘Chivo’ Lubezki
VFX & Colour – Moving Picture Company
MPC Creative Director – Michael Gregory
MPC Colourist – Mark Gethin

Audi – Let It Go

The ad sees Maisie Williams get behind the wheel of the brand’s e-tron Sportback before quickly getting caught in a traffic jam. She bursts into song with a remake of “Let if Go” from Disney’s “Frozen” which, in the ad, is portrayed to be an environmental anthem and a rebuke of gas-guzzling cars. She breaks free into the open road, passing by a gas station that is closing down which, in the context of the ad, is meant to signal progress.

Directed by François Rousselet, With VFX by MPC and colour by MPC’s Global Creative Director of Colour Grading Jean-Clément Soret, the global brand campaign was created to drive the message of a more sustainable future.

Jean-Clément said:“Working with Francois Rousselet is always a rewarding experience where his preference for bold grading takes you to new areas, but most importantly we had to emphasize the message that we start in a dirty polluted world of traffic jams and move into a clean all electric pure world. We had a few tries with different choices of what dirty vs clean grade should look like to be the most efficient and pleasing visually, while also taking into account Adam Newport Berra’s DoP colour references. After some thought the warm dust vs the blue bright rather than cold grey smoke vs happy warm got selected as the right choice.”

More info can be found here.

Agency – 72andSunny
Production Company – Anorak
Director – François Rousselet
VFX & Colour – Moving Picture Company
MPC VFX Supervisor – David Filipe
MPC Colourist – Jean-Clément Soret

EA Sports – The Prediction Lab

Follow football superstars Peyton and Eli Manning through the ‘EA Sports Prediction Lab,’ in this Super Bowl spot directed by Partizan’s Jonathan Klein. MPC’s creative director, Tom McCullough and VFX Supervisor, Vadim Turchin, led the VFX team to help enhance the journey through the lab, including the ‘security clearance’ animation which allows Peyton into the Prediction Machine. MPC’s James Tillett handled the colour grade in the spot.

Agency/Client – EA Sports
Production Company – Partizan
Director – Jonathan Klein
DP – Darren Lew
VFX & Colour – Moving Picture Company
MPC Creative Director – Tom McCullough
MPC Colourist – James Tillett

Michelob – Jimmy Works It Out

In ‘Jimmy Works It Out’ by FCB Chicago, Jimmy Fallon takes on a day of Olympic-sized workouts with his athlete friends, powered by Michelob Ultralight beer. Jimmy learns that the work is “only worth it if you enjoy it,” in this spot directed by Stink Film USA’s Traktor. This is the second Super Bowl commercial MPC has produced with ongoing collaborator Traktor, and is creatively directed by MPC’s Tom McCullough.

Find out more here.

Agency – FCB Chicago
Production Company – Stink Films USA
Director – Traktor
VFX – Moving Picture Company
MPC Creative Director – Tom McCullough

Amazon – Before Alexa

The Super Bowl spot begins with the comedian asking Amazon’s virtual assistant device to turn down the thermostat as she and her wife, actress Portia de Rossi, get ready to leave the house. As DeGeneres wonders what people did before Alexa, the spot journeys back through history in an increasingly absurd set of scenarios that unravel without Alexa.

A lot of work was done to reinforce the humoristic side of the film, and to give each sequence its own feel. Colourist Jean-Clement Soret set the grade with director Steve Rogers and DP Emmanuel Lubezki “Chivo”.

JeanClément Soret said: “We were pretty much in tune all the way, subtle grade differences were enough to complement the art direction, the slick modern set contrasted a lot with the muddy cold medieval village and the dusty warm Far West, we just tried to make it even more funny. We refined the grade all along the post while running through the latest VFX deliveries.”

Find out more here.

Agency – Droga5
Production Company – Somesuch
Director – Steve Rogers
DP – Emmanuel ‘Chivo’ Lubezki
Colour – Moving Picture Company
MPC Colourist – Jean-Clément Soret

Michelob – 6×6-pack

MPC partnered with Park Pictures’ Georgia Hudson on ‘Michelob 6×6,’ a visually creative and informative ad from FCB Chicago, which premiered at the 2020 Super Bowl. The spot opens with a powerful message about the lack of organic farm land in America, and the immense challenges faced by farmers aiming to transition today. It goes on to explain the Michelob 6×6 initiative, that for every 6 pack of beer purchased 6 square feet of farm land are transitioned to organic.

The spot is a display of the collaboration between FCB Chicago’s creative director, Gabriel Schimitt, and MPC’s creative director and VFX supervisor, Alvin Cruz. The extraordinary recreation of the Super Bowl stadium and crowd in celebration required a full CG takeover, led by 3D artist Chris Bernier. In addition, environment augmentation was done to create the land shots used in the spot.

More info here.

Agency – FCB Chicago
Production Company – Park Pictures
Director – Georgia Hudson
DP – Garrett Davis
VFX – Moving Picture Company
MPC Creative Director – Alvin Cruz

Kia – Tough Never Quits

In David & Goliath’s Kia Super Bowl spot ‘Tough Never Quits’, Las Vegas running back Josh Jacobs encourages his younger self to power through the struggles of homelessness in order to one day achieve greatness. The inspiring spot is graded by MPC’s Mark Gethin, and is directed by longtime collaborator, John Hillcoat. This also marks an ongoing partnership with Hillcoat on Super Bowl spots.

Agency – David & Goliath
Production Company – Serial Pictures
Director – John Hillcoat
DP – Philipee Le Sourd
Colour – Moving Picture Company
MPC Colourist – Mark Gethin

NFL – Inspire Change

‘Inspire Change’ is the powerful campaign from 72andSunny for NFL which aims to raise awareness on social justice in the US. Starring Anquan Boldin, the Super Bowl spot re-enacts the shooting of his cousin by police in 2015 – an event that spurred Anquan to take action on a larger scale. It is directed by Little Minx Films’ Malik Sayeed, with Finishing led by MPC’s Creative Director Claus Hansen and 2D Lead Benji Davidson, and grade by Ricky Gausis.

Agency – 72andSunny
Production Company – Little Minx Films
Director – Malik Sayeed
Colour – Moving Picture Company
MPC Creative Director – Claus Hansen
MPC Colourist – Ricky Gausis

Toyota – Heroes

Actress Cobie Smudlers runs from outlaws, escapes aliens, and saves the day in Saatchi & Saatchi’s Toyota ad, ‘Heroes.’ Directed by Ruffian’s Tim Bullock with colour grading by MPC’s Mark Gethin, ‘Heroes’ gives you a behind the scenes look at the adventure.

Agency – Saatchi & Saatchi
Director: Tim Bullock
Production Company: Ruffian
Colour: Moving Picture Company
MPC Colourist – Mark Gethin

Dolby Atmos Music – J Balvin

MPC and 72andSunny have partnered up for Dolby’s Super Bowl ad, ‘Balvin.’ The spot is Dolby’s first campaign with 72andSunny and was directed by M ss ng P eces’ director, Karena Evans. MPC’s Claus Hansen led the finishing team on the spot, which features artistic vignettes of the popstar. MPC and Evans previously worked together on the Tinder ‘Swipe Night’ campaign and were excited to collaborate once again.

Agency – 72andSunny
Production Company – M ss ng P eces
Director – Karena Evans
VFX – Moving Picture Company
MPC Creative Director – Claus Hansen

Kia – Seltos Stuntperson

In Kia’s ‘Seltos Stuntperson’ by Inspire, a movie stuntman jumps from one action-packed set to the next with the Kia Seltos. MPC’s Ricky Gausis handled the colour grading for the Super Bowl spot, which was directed by Niven Films’ Norry Niven.

Agency – Inspire
Production Company – Niven Films
Director – Norry Niven
Colour – Moving Picture Company
MPC Colourist – Ricky Gausis

Comcast Xfinity – Speed Obsessed

MPC and Goodby Silverstein & Partners have teamed up once again, this time on the new Comcast Xfinity Super Bowl which shows how Comcast internet works around the house. This marks a continued partnership with Goodby – we worked with them on BMW’s epic spot ‘Legend’ and Pepsi’s fun spot for NFL.

Agency – Goodby, Silverstein & Partners
VFX & Colour – Moving Picture Company
MPC Creative Director – Michael Gregory
MPC Colourist – Ricky Gausis