London vfx house Finish composited an assortment of tattoos onto children for this hard hitting Marked For Life spot for Sire (the Dutch Foundation for Idealism in Advertising), directed by Partizan’s Ariel Kleiman for 180 Amsterdam.
The campaign, which attempts to raise awareness about the long-term impact on children of comments made during divorcing parents’ heated arguments, focuses on a series of young children marked by tattoos of words overheard during their parents’ conflicts.
Finish composited and layered all the tattoos onto the skin, tracking them as the children moved around. “I had to make sure the tattoos looked tough and permanent to convey the depth of the idea,” says Finish’s lead Flame artist Paul Wilmot. “In one scene, where the new tattoo is being drawn on, I needed this to look visually different from the others – newly inked and so much more raw and painful.”
MPC colourist Paul Harrison did the grade on the spot.