VFX, or visual effects is a unique field in the entertainment industry where artists manipulate videos in a way that can’t happen in live-action film. Unlike with CGI where one would use computer software to create characters and related motions, with VFX you are adding an effect to an existing image. Famous examples of the use of VFX can be found in the movies such as Avatar, Terminator, and Jurassic Park. In dummy terms, artists are basically creating something that can’t exist in real life - although we may wish it did. One could liken great use of VFX to arm candy, it’s that exciting to see. In more recent years the use of VFX has grown and can be seen in more than just films, commercials recently have taken VFX to another level and the result is really quite beautiful.
A beautifully created commercial for Canal Kitchen, this commercial incorporates so much and makes it look so good. It’s serving blasts, there are car chases and fights, we’ve got heat, and action...all in a perfect 1-minute video. Also how cute is that this all takes place in a chef’s kitchen? This commercial won two awards for its VFX, one for film and another for film technique.
Imagine creating microexpressions on computer-generated animals...it’s hard. We don’t think about it but those little expressions like the raise of an eyebrow or the largening of eyes feed into the expression of joy. This commercial seemingly effortlessly showcases joy in animals and the parallel effect of a human's reaction it would have as the observer and it’s perfect. Music is added to give feeling to a scene and expressions help us feel what the actor is feeling. Also, can we talk about how all these cute woodland creatures decided to be friends instead of being predators and prey. It’s so wholesome. This commercial won outstanding vfx, outstanding compositing in a photoreal commercial, and outstanding animated performance in a commercial.
In a stunning display of getting an inanimate object to act like an animal, to get the audience to feel emotion and empathy for it, and to have it mimic movements of emotional distress - Ikea and VFX house MPC created a beautiful commercial about tshirts that acted like birds, migrated and flew in patterns, and seemed to understand the space, sounds, and habitat they coexisted
in at a given moment. Empathy is hard to mimic so yes the music does help, but the way these tshirts interact with each other, their space, and convey that hopeless to happy emotion is really great. It helped that this commercial was about an object easily moveable and now I don’t know if we can look at tshirts the same! This commercial was on the Clio Awards shortlist in 2016.
The music is hypnotic, and the project won two awards at the 18th VES Awards for outstanding VFX and outstanding effects simulation. The project makes you feel otherworldly, like the guy who starts floating in the air, like you yourself can fly if you take a ip...and is a great example of how commercials can truly be tiny movies. In 7 days this team created art that beautifully communicates what one would not just taste, but feel by drinking Hennesy. At the end when the viewer realizes this commercial is for alcohol you may experience surprise and then amazement...wonder how the heck did they make that...and then watch it 10 more times...we did. This commercial was a 2019 Clio Awards Gold Winning entry.
Having won a Clio Award as a Gold Winner, this epic commercial is another alcohol commercial explaining that by drinking this tequila you are truly living in the moment. Everything around the bar goers is absolutely chaotic, the walls are literally crumbling, there’s destruction outside the window, but inside it’s somewhat magical. This commercial also does a great job showcasing humanity coming together during incomprehensible times.
Another Clio Award winner in seven categories, this commercial embodies humanities need to push forward beyond what has been discovered and create those opportunities we haven’t been given - but in bird form. Another great example of combining inspiring music with human characteristics. Ostriches can’t fly in real life but this one learns how to thanks to Samsung’s virtual reality headset. Of course the use of an animal pulls at our heartstrings and personally we think using an ostrich is a really clever way of showing that you can do something seemingly impossible.
This audi commercial won for outstanding VFX in 2016 at the VES Awards and it really deserves it. Mimicking human birth - this car is birthed out of an older car model using a futuristic birthing chamber which in itself is a very unique idea. The use of VFX in this way gave way to a new way to use VFX and CG. Now if only we could actually take our cars to a drive-in birthing chamber for an upgrade.
All of these commercials showcase stunning artistry and just how creative the human mind can get. One thought of as an enhancer, over the past decade VFX is becoming the main focus when creating projects in the entertainment space giving way to a new generation of advertising.
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