MPC teams up with McCann to bring a miniature town to life in NY Lottery’s latest spot ‘Small Town’.
The charming spot, directed by Biscuit’s Noam Murro, shows a man fulfilling his dream of being a kid again by creating an impressive toy town that magically materializes into real life.
This incredible project saw the MPC team fully immerse themselves in the small town, which was built at a scale of 1/12 real life size, and applying impeccable detail to the set and props. To achieve authenticity, MPC’s VFX team studied the streets of New York and incorporated every facet to make the miniature town seem realistic.
Marcus Wood, Head of 2D at MPC’s New York studio, said: “We knew we wanted to add as much detail as possible, but if it drew the audience’s attention then it didn’t belong. It had to be believable.”
Using the best software was a vital part of the process. Marcus added: “Flame’s incredible toolset and unmatched speed allowed relighting of scenes in 3D, as well as flexible texture mapping to augment many of the building facades.” The outcome is a heartwarming spot that brings out the child in all of us.