PDA

View Full Version : New Sony PSP Advert - Chris Cunningham


AndyH
11-08-2005, 11:08 PM
Chris cunningham was the creative consultant and Alex Rutterford directed it. They both worked together many times in the past on the Bjork, Rubber Jonny and Squarepusher short films/ music videos.
The mill produced it (unless im mistaken)

http://www.beam.tv/beamreels/reel_player.php?reel=ySMThYPdsC&reel_file=sghRXPWmbr

One of the most original ads ive seen in a while, and superbly done.

Congratulations to all those involved in it!

EricBartlett
11-09-2005, 12:51 AM
Wow, good stuff! Definitely a huge improvement over the "take me out" U.S. ads. The one with all the morphs was just plain weird...

heavyness
11-09-2005, 12:59 AM
nice ad. i like when they smack against the bus window and crawl up the tower and fight.

WesComan
11-09-2005, 09:39 AM
Wow! Cool stuff there (and thank god I didn't have to rig that thing!) :thumbsup:

unchikun
11-09-2005, 09:34 PM
nice ad. i like when they smack against the bus window and crawl up the tower and fight.

Yeah, I'm thinking that has got to be CG glass. Can't imagine cleaning up real cracked glass. I noticed the glass cracks before the robot hits it.

Coolness in subtleties like the damage on the car when the robot jumps on top, although I would say the timing is slightly off. I also like the carwash shot, interaction with the brush and robot. CG steam I reckon. Good stuff!

JeroenDStout
11-09-2005, 10:29 PM
Hmmm... the idea was nice but the timing between the robots and the humans was off as it is often in 'let's do a cg thing!'-afternoon project... very fake, the human acting.
CG wasn't impressive, from all else what I've seen.

halo
11-10-2005, 12:15 PM
cool ad...we had it here in the UK this summer :D

AndyH
11-10-2005, 12:44 PM
cool ad...we had it here in the UK this summer :D

Did we?!
Blimey - i watch a fair bit of telly, and i never saw it :eek:

jordibares
11-10-2005, 07:24 PM
Hi and thanks in name of the team, will pass the congrats. (yes, was done at The Mill)

The glass as the humans i am affraid are real... in fact one of them reacts a bit faster than the other because the cracking object (the object to break the glass) was a mechanical arm on the bus hitting it really hard so the guy i guess got very scared on the first go. ;-)

In terms of the animation i have to add it was a real nightmare to animate as the rig was changing dynamically from shot to shot and inside the shot as well as close as every 4 or 8 frames. Yes, you understood well, the rig "morphs" and suddenly what was just pieces become an arm, then a leg, then some of these pieces go for another arm, the other leg...

glad you enjoyed it.

A. Wright
11-10-2005, 08:38 PM
Really cool. The rig sounds pretty crazy. But it turned out really well.

WesComan
11-11-2005, 10:17 AM
Hi and thanks in name of the team, will pass the congrats. (yes, was done at The Mill)

The glass as the humans i am affraid are real... in fact one of them reacts a bit faster than the other because the cracking object (the object to break the glass) was a mechanical arm on the bus hitting it really hard so the guy i guess got very scared on the first go. ;-)

In terms of the animation i have to add it was a real nightmare to animate as the rig was changing dynamically from shot to shot and inside the shot as well as close as every 4 or 8 frames. Yes, you understood well, the rig "morphs" and suddenly what was just pieces become an arm, then a leg, then some of these pieces go for another arm, the other leg...

glad you enjoyed it.

Thanks for the info Jordi :)

You mention how the rig changes from shot to shot, was the rig 'choreographed' for each shot, ie a certain sequence/set of poses was planned and a rig was set up to achieve this for that shot, or was there a super rig that could accomodate all the changes? I'd just like to say that I love the way it moves, kind of like some crazy displaying insect. :thumbsup:

jordibares
11-11-2005, 10:55 AM
Our original idea and early tests/pitch was based on that, a superrig that would be able to be animated and reconstrained to other "hooks" to achieve the effect while avoiding full on animation of a real morphing rig but man, it didn't work as we expected because we were tweaking the pieces of the animation almost on a per-frame basis.

That means that the director would sit down and say, okay, till here looks good, now let's move the pieces to form a pose like this, and then we go to a pose like this, reshuffle all those pieces, this now is a leg, these pieces now stop being an arm and so on.

So basically we ended up animating with our initial pose-rig, then going to another pose and building from scratch a new rig, then constraining everything to the new rig and so on and so forth.

At point (and the fight sequence and the crane are the best example) this went to a point of having a new rig every 8 frames or so... truly exhausting.

All this choreographed to the music that was insanely fast so we ended up hitting marks every 4 frames or so.

Hope this helps a bit

FloydBishop
11-11-2005, 01:27 PM
This is a very nice piece. This is also an interesting solution to a complex rigging and animation problem. The character almost reminds me of one of those children's toys with the multiple magnets, and you can arrange them however you like.

I want a small version of that character for my office!

WesComan
11-11-2005, 02:19 PM
So basically we ended up animating with our initial pose-rig, then going to another pose and building from scratch a new rig, then constraining everything to the new rig and so on and so forth.

At point (and the fight sequence and the crane are the best example) this went to a point of having a new rig every 8 frames or so... truly exhausting.

All this choreographed to the music that was insanely fast so we ended up hitting marks every 4 frames or so.

Hope this helps a bit

Wow, sounds like an immense amount of work. Thanks for the reply :)

Neil
11-11-2005, 06:57 PM
Ah good-ol Mill :)

CG = great.
Advertising = eh?

So the monster is made up of all the stuff the PSP can do... then why is it fighting against itself?

Definitely a huge improvement over the "take me out" U.S. ads.

I'm curious why you say that? Did you dislike the song?
"take me out" was very good IMO. It can be condensed down to a 15 second spot and you still clearly get the msg. It's portable, and the commercial really sold it by showing reasons why you would actually buy it. IE: sitting on bus, waiting at hospital. I'm sure the budget was MUCH less than this too. Unless ofcourse they blew it all on Busta-Rhymes cameo ;)

Neil
11-11-2005, 06:58 PM
I'm also surprised to hear that this was Chris's work. Looks totally different than what he normally does.

MarGera
11-11-2005, 07:07 PM
wow another pointless console advert, just show people the bloody games!!
Yes it was a nice idea, but do they think that joe public, would have any idea what it is for, if they didn't show the console?

Andyman
11-11-2005, 11:16 PM
Amongst all the other things, I thought the cement at the end was kinda neat.

jordibares
11-12-2005, 04:13 PM
About the ad itself and the whole concept i guess the title says it all... "A day out" Is portable, is fun, is cool and slick, has many uses and is multigamer (the obvious reason there are two fighting is that there is two guys on the bus playing one against each other)

From my point of view the thing (closer to the concept of a morphing sculpture than a mecha-warrior which is the reason is animated like that) shows an abstraction of what a portable game machine is instead of showing a game itself, something that is timeless and universal, that to me is something genious.

IMHO modern advertising has evolved a lot and in Europe the times of being explicit and showing the product have gone long time a go, normally advertising here tries to make you think, to create a link with you rather than showing the product and personally i find it much more estimulating than the rebate approach i see so often in the US but hey, i guess is somehow a cultural thing.

In terms of Chris Cunningham which i had the honor of work with (a true genious i tell you) he was a consultant on the project while the director was Alex Rutherford (totally incredible artist and a CG specialist himself)

MarkusM
11-12-2005, 04:49 PM
Hey Jordi,

Awesome ad. I miss the ads made in Europe over here.
Congrats to everyone there.
Love it.

I'd love to talk more about your experience with "an ever changing dynamic rig" some time over a pint or two.

Cheers, Markus

umfridus
11-12-2005, 07:45 PM
Cool idea, but I'm a little disappointed in how it turned out in the end. I actually thought the robots were controlled by the two guys in the train, but apparently not.

monovich
11-12-2005, 09:12 PM
I thought the ad was amazing in terms of it's technical execution, an fun to watch from an entertainment value. I didn't understand what the sculpture was made of until I saw the icons at the end, though. Maybe it was mean to be that way? Either way, great work.

PhilOsirus
11-13-2005, 12:10 AM
Yes this was a great ad and it also aims at keeping the attention of people who wouldn't normally care about the advertised product. Sony has been making great ads for their PS2/PSP division for years now.

beaker
11-13-2005, 12:56 AM
wow another pointless console advert, just show people the bloody games!!Commercials are about advertising, marketing and getting your attention, not boring the crap out of people. Just showing a 320x240 game on a PSP is pretty stale and I doubt anyone would even remember it. IE, the commercial would be a waste of money to make because it wouldn't be doing it's job.

Neil
11-13-2005, 05:03 AM
Commercials are about advertising, marketing and getting your attention, not boring the crap out of people. Just showing a 320x240 game on a PSP is pretty stale and I doubt anyone would even remember it. IE, the commercial would be a waste of money to make because it wouldn't be doing it's job.

But if they cut the final 3 seconds, would you know what the commercial was for? There is a thin line between entertainment and practicality.

AJ
11-13-2005, 10:46 PM
But if they cut the final 3 seconds, would you know what the commercial was for?

No, but I'd want to find out...

Either that, or I'd assume it was an advert for a giant, remote-controlled, morphing, multi-faceted red robo-beast...

From Mattel.

JeroenDStout
11-13-2005, 10:50 PM
I'd buy such a robot.

No, wait, I lied. I have no intentions of buying such a robot whatsoever.

:D

Neil
11-14-2005, 01:53 AM
I'm curious, I know during the SuperBowl many companies did the "check out online to see how this commercial ends" teasers, and I wonder how well taht worked for them.
Teasers are good for discussion, I dunno if it translates to sales though.

PhilOsirus
11-14-2005, 05:18 AM
Except with this ad the audience doesn't switch channel cause "it's another annoying ad", they want to know what it is about. The 3 last seconds are what tell you what it is about, the 27 others are to make sure you find out to begin with.

the_podman
11-23-2005, 06:41 AM
Great peice. Thanks for the link, Andy. I've always though U.K. game advertisments were way better than the U.S joke "gag" type commercials that seem to be in these days.

I went to London during the MegaDrive(Genesis) days and those ads were pretty excellent. SEGA UK did a good job at advertising gaming to the masses and apealing not just niche gamers, the whole point of a good TV spot.

There was this other U.K. Xbox commercial that was banned I believe where a baby is born out of a woman's womb in the hospital, then goes bolting through the air across the world really fast while screaming madly and in a few seconds morphs from childhood to an old man then finally strait to his grave with a tag: "life is short, play more games.".. I thought that one was brilliant.

Generally speaking, the European commercials seem to be a lot less worried about breaking taboos. I saw a bunch of AIDS/HIV awareness TV spots in the U.K. that were pretty hardcore compared to the U.S. ones.

-pod
:)

AndyH
11-23-2005, 07:05 AM
I went to London during the MegaDrive(Genesis) days and those ads were pretty excellent.



"give me the cyber razor cut" - Those ads were mental!

As for that xbox advert, i think it got banned or at leasted shifted til after the watershed :sad:

the_podman
11-23-2005, 03:56 PM
HAHA! Exactly, Andy! The gal walking around in that leather outfit. It was like she was trying to seduce me into buying my megadrive.. and it sure as hell worked. ;)

Grim Beefer
11-23-2005, 09:01 PM
Wow, when did Cunningham start doing commercials?. Pretty scary trend for these supposed "high artists". Oh well.

beaker
11-24-2005, 02:23 AM
Wow, when did Cunningham start doing commercials?.7-8 years ago. A little behind on the times :)

CGTalk Moderation
11-24-2005, 02:23 AM
This thread has been automatically closed as it remained inactive for 12 months. If you wish to continue the discussion, please create a new thread in the appropriate forum.