masterchef series launch - 3D anamorphic billboard
The 2023 Judges of Masterchef take centre stage on screen as 3D-rendered food swirls gracefully around, each adding a flourish of magic to the culinary masterpiece. The ingredients converge, melding together to form a mouthwatering dish that is then proudly presented to passersby at street level by our final host.
This immersive experience not only showcases the personalities of the Masterchef judges but also serves as a tantalising preview of the culinary delights awaiting viewers in the upcoming season. As one of the first 3D out-of-home campaigns in the country with a live-action element, the concept went through thorough testing to ensure all the technical aspects were nailed down before the talent shoot.
The final dish was also CG, built to replicate a dish created by a Masterchef food stylist during the shoot. The finishing touches of gold sparkles and the final lockup were created to match the other promotional materials.
The Process
Preprod - storyboards, animatic
Technical testing and virtual location tests in Unreal
Box environment build and asset design and creation
Live-action shoot of hosts
Matchmove, keying and roto of footage
Hero ingredient animation in Maya
Ingredient simulation in Houdini
Lighting in Houdini
Compositing in Nuke and After Effects
The team
Client: Network 10
Head of Design: Karen Song
VFX Design Manager: Ben Trahair
Production by Edge Studio
Director: Zenon Kohler
Producer: Hayley McKew
Production Manager: Lucy Ratz
VFX by SQUEAK
Creative Director/VFX Supervisor: Zenon Kohler
Team: Rob Conn, Cam Wright, Phil (PJ) Jackson, Leyton Brown, Bruno Ribeiro Profeta, ‘Unreal’ Dave Reece, Ian Anderson
VFX Producer: Sarah Taylor
VFX Coordinator: Rylee Bannan
