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Watch Mill+'s impressive new CG film Audi Birth

Watch Mill+'s impressive new CG film Audi Birth
News
David Wood
01 May 2015

Creative studio Mill+ has worked in worked in close collaboration with BBH to create a fully CG commercial for Audi’s Birth.
 
Staying true to the Audi ‘Vorsprung durch Technik’ values, the progressive and technological 110-second spot,  ‘Birth’, was directed by Mill+’s Andrew Proctor.
 
The captivating film sees Audi’s iconic R8 model giving birth to the new sleek RS 3 Sportback in a futuristic and atmospheric birthing chamber.

The Mill team of vfx artists crafted the cars and environment entirely in CG over the course of just nine weeks to help create a powerful, mechanical spot.


 
Mill+’s Proctor and BBH collaborated with creative consultant Rupert Sanders on the project.
 
The Mill’s in-house VFX concept design team were involved at every stage of the project from concept to the final execution designing all the environments and look frames involved in creating the 100% photoreal film.
 
Lead 3D Artist Mike Chapman says: “Every single component of each car was precisely crafted in 3D. Working in a fully CG environment allowed us to be flexible with our camera positions and framing, but also meant that everything in the chamber environment had to be designed in meticulous detail.
 
“One of the main challenges of the whole job was the fine line we were treading between the mechanical and organic, some of the animation tests we tried were a bit too grotesque and uncomfortable to watch and some just too clinical and lacked impact”.
 
Mill Colourist Matthew Osborne added to the dark, intense, atmospheric tone of the film in the grade, working to ensure that the images flowed seamlessly and retained as much detail as possible.
 
Proctor says: “I had great confidence from the start that our CG team could make both cars and the environment look 100% photoreal, and even by Mill standards I think the team nailed it.
 
“It's hard not to make both cars look amazing. They are both incredibly well designed with an iconic shape. The aim was to create an environment, which looked like a slick machine, making the room part of the story as though almost nursing the car. 
 
It’s so important that the audience feel the animalistic power and life emanating from the R8. The trap in fully CG jobs sometimes is that they can feel too clinical or cold, but the animation here makes the spot so much more emotive and there’s real power in its darkness.”

 
Credits:

Agency: BBH
Creative Team: Dominic Goldman & Ian Heartfield
Creative Director: Ian Heartfield
Executive Producer & Creative Consultant: Rupert Sanders @ MJZ   
Agency Producer: Davud Karbassioun
Agency Assistant Producer: Jen Wood
Strategy Director: Will Lion
Business Lead: Polly McMorrow
Team Manager: Stephen Jones


Design & Animation Studio: Mill+
Director: Andrew Proctor
Producer: Adriane Scott-Kemp
Post Production / VFX: The Mill
Executive VFX Producer: Gemma Humphries
2D Lead Artist: Gianluca Di Marco
3D Lead Artist: Michael Chapman
2D Artists: Stefan Susemihl, Olivia O’Neil,Matt (Wispy) Clarke, James Pratt
3D Artists: Sergio Xisto, Philip Maddock, Adam Darrah, James Mulholland, David Hempstead, Chris Hutchison, Dan Moller, Ciaran Moloney, Matthew Kavanagh, Emanuel Strixner, Tom Raynor, Arthur Larsen, Ian Baxter
Concept Artist: Alex Caldow
Colourist: Matthew Osborne
Editor: Victor Jory
Sound Design: Will Cohen @ String & Tins
Music: Will Cohen @ String & Tins
Sound Producer: Sam Brock

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