Viant - "Built for NOW"

piro

piro New York, Stati Uniti

4570

Marca: Viant
Paese: Stati Uniti

Titolo	Built for NOW
Agenzia	piro
Campagna	Built for NOW
Marca	Viant
Data di Prima Diffusione/Publicazione	2022 / 9
Settore	Computer software e Multimedia
Filosofia	Creative studio Aggressive and ad agency Piro deliver CG sensation showcasing a new digital landscape for an upcoming marketing campaign by Viant. The film blends futuristic CG with live action to build a vision for the ‘New Open Web,’ the connected media landscape of the future that’s here today. Set in a sunny city, the future-facing film welcomes us to life in the new digital landscape. Illustrated with captivating CG graphics, viewers are taken on a journey to explore these new possibilities, featuring fantastically re-configuring palm trees, AR holographic elements, quirky avatars, glitching and color-changing floors, bubbly furniture, and even a hologram band. Through this diverse array of polished visuals, Viant illustrates its pioneering approach to media, combining AI with human insight for the next generation. Aggressive was approached by Piro to craft the film for media giant Viant to usher in the concept of the ‘New Open Web’ - a diverse, dynamic, and connected media landscape where advertisers, agencies, and brands are linked across all platforms, from phone and music apps to gaming, television, OOH and more. Stepping up to the challenge, the creative studio seized the opportunity to utilize a vast assortment of their key strengths, mixing dynamic and concept-driven live-action with stylized, tech-inspired visual effects and UI design to craft an ultramodern AR world. Determined to bring their full capabilities to the screen and comfortably shoot wherever will make the film shine the most, Aggressive brought Piro and the client to Warsaw, where the team had shot over a dozen times prior. Not only did it offer the perfect backdrop, but the location also allowed the crew to push the budget further and execute a creative that simply would not have been possible without serious compromises in the US. To bring the ‘New Open Web’ life, Aggressive filmed live on-location, shooting over two days at a picturesque waterfront as well as other select locations in the city, following the protagonist as she explores this near-future world that blends reality with digital creativity and expression. The team then took this live action footage and swirled it up with all manner of vibrant design-driven CG and graphic visuals, seamlessly fusing the two in a manner that elevates the spot to the next level. Tackling the project holistically from shooting through to finishing, Aggressive meticulously planned each shot to facilitate an efficient post process when navigating the sheer quantity of CG elements. Calculating everything from camera moves to lighting, textures, and references for ease later down the line, Aggressive distributed CG elements and animations across the scenes for manageability, scheduling and optimizing which technique was used where to keep the pipeline moving. The Blade-runner-esque hologram band performance posed a particular challenge, scanned live using an array of Azure Kinect depth-mapping cameras. Aggressive then turned their action into an animated point-cloud sequence which could be stylized and embellished in Houdini. Due to scheduling and an overall condensed timeline, the team had to film their scene a week and a half prior to the main shoot; however, since it was all captured in 3D space, they were able to adjust their cameras to match what was filmed later. The final scene also required some technical acrobatics, filmed live on location to capture the realism of the environment, but with the entire architectural space recreated in CG.
Tipo di Media	Interattivo
Lunghezza	60 seconds
Market	Polonia
Casa di Produzione	piro
Casa di Produzione	Aggressive
Founder	Daniel Rosenberg
Founder	Tim Piper
Chief Client Officer	Corinne Lowry
Head of Strategy	Tarantino Jason
Creative Director	Mike Kirkland
Creative Director	Andrew Chisholm
Copywriter	Lizz Bogaard
Account Director	Carlos Cruz
Executive Producer	Lee Scharfstein
Producer	Lauren Cooper
Advertising Manager	Tim Vanderhook
Advertising Manager	Chris Vanderhook
Chief Marketing Officer (CMO)	Jon Schulz
SVP, Marketing	Rasika Narang
Advertising Manager	Jamey Wishner
Advertising Manager	Rami Djemal
Graphic Designer	Katey Haus
Client Copywriter	Daniel Engelke
Digital Producer	Kayla Johnson
Director	Dan Shapiro
Director	Alex Topaller
Executive Producer	Alexander Aab
Direttore della fotografia	kajetan Plis
Stylist	Hanna Bartos
Hair and Makeup	Anna Słowińska
Production Designer	Zuzia Słomińska
Prop Master	Paweł Wyszyński
Drone	Łukasz Lewenda
Line Production	OTOFilm
Producer	Łukasz Tomasz Kołtunowicz
Production Manager	Lucyna Stróżak
Production Coordinator	Niki Czober
Offline Editor	Magdalena Mikolajczyk
VFX Supervisor	Tomasz Runowicz
Post-production Producer	Dustin Pownall
Post-production Producer	Daria Neustroeva
Creative Producer	Artem Shcherbakov
Art Director	Artem Kazakhunov
Art Director	Vlad Bratkevich
CG Supervisor	Alexander Makedonsky
CG Supervisor	Artem Shcherbakov
Storyboard Artist	Mercer Boffey
Production Assistant	Isabella Crawford
Colorist	Dominik Deras
Music Composer	Kambiz Aghdam