kmart - reset
As part of a big refresh to inject more joy and fun into the Kmart brand, we collaborated with Dentsu and The Producers on multiple campaigns over 12 months.
Below is a collection of our favourite shots:
The Process
Each shot in each campaign had a different workflow, but most shots could be split into two main categories:
Full CG, including products and the opening ‘K’ devices
Cleanup and compositing of live-action shots
Full CG
Asset Builds
For both products and the K’s, we started with modelling and texturing assets. Shaders and lighting were then added to them to create the final look of each product or K device.
Animation and Simulation
Camera movements and the objects themselves were choreographed to best showcase the product for the duration of the shot. Shots were usually quite quick, so we needed to work out how to pack a lot of action into a short amount of time.
In the case of the K devices, simulated elements (the exploding confetti, the tearing foil, the cracking chocolate and the glitter) were then developed and added to the animated K’s.
Lighting
Data captured on set was used to digitally recreate the lighting setup, to ensure the CG products had a similar look to the live-action shots.
Click here to watch a breakdown of the Lego Creator scene
Cleanup and Compositing
Our compositing team meticulously removed all marks on the floor and walls (quite a feat when shot in a white room, with the talent wearing white shoes and shirts!). The talent were shot with motion controlled camera rigs, which allowed the Director to do multiple passes of different people and products for each scene, to be blended together in comp. Compositing work on some of these scenes was very complex, incorporating up to 9 different plates and requiring hand painted blends to ensure seamless transitions.
The team
Client: Kmart Australia
Agency: Dentsu Melbourne
Production by The Producers
Director: Mitch Kennedy
Producer: Tanya Spencer
Post Production by Manimal
VFX by Squeak
Animation Director/VFX Supervisor: Ian Anderson
Team: Bruno Ribeiro Profeta, Liam Barnard, Glenn Cone, Steve Leacey, Raoul Teague, Victor Bandeira, Phil Jackson, Cam Wright, Andrew Kimberley, Leyton Brown, Rob Conn, Ahmed Nashabe
Executive Producer: Trelise Blade
VFX Producer: Sarah Taylor
VFX Coordinator: Rylee Bannan
VFX Production Assistant: Molly Nevin
