MPC Life, MPC Advertising’s new character development team has completed Samsung’s new ‘Do What You Can’t’ spot. The ad directed by MJZ director Matthijs Van Heijningen for Leo Burnett gave MPC the opportunity to create a fully photo-real and anatomically correct ostrich – and give him his own quirky personality.
The ad promotes Samsung’s revolutionary VR technology and hopes to change consumers’ ideas on what is humanly possible via the strapline – “Do What You Can’t.” Opening with a curious ostrich stumbling into a VR headset we see the character begin to dream of achieving the impossible. “We make what can’t be made so you can do what can’t be done,” Samsung proclaims as the ostrich reaches new heights.
A reference shoot involving several real ostriches took place in South Africa before the computer generated counterpart was re-born via MPC London Creative Director Diarmid Harrison Murray and MPC LA Creative Director Michael Gregory and a global team of experts in LA, London, Paris and Bangalore.
About the project, Gregory said, “It was a wonderful job to be involved in. It really did have it all – a great script starring an engaging character, all beautifully shot and integrated with stunning VFX and Matthijs in the mix.”
Murray added, “This was such an amazing project to have been involved in. It was beautifully directed and such a strong story. You could tell from the beginning that if we got it right, this could be a special film. A photo-real ostrich definitely ranks as one of the toughest CG creatures I've faced, bar none. Their feathers are insanely fluffy and dynamic, and not like any other bird we have created before. We completely upgraded our existing feather system to deal with these challenges. You know you are onto something when we you start freaking yourself out with the realism of your own renders!”
Mark Gethin, MPC’s US Creative Director of Color Grading enhanced the ad with a beautiful atmospheric grade.
About MPC Life
MPC Life is a new character and creature group within the MPC Advertising team.
Its development follows many years of outstanding character and creature work culminating in our recent multi-award winning TV, VR and social campaign for John Lewis “Buster the Boxer,” and our BAFTA and Oscar win for The Jungle Book.
MPC Life will provide brands and agencies direct access to our exclusive tools, technology, talent and expertise for designing and creating the best character and creature work, not only for TV advertising but also for character-driven storytelling across a range of digital platforms.
MPC Life, bringing characters and creatures to life.
About Samsung Electronics Co., Ltd.
Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, digital appliances, network systems, and semiconductor and LED solutions. For the latest news, please visit the Samsung Newsroom at http://news.samsung.com.
Matthijs Van Heijningen
MJZ Los Angeles
Joost Van Gedler
Gustavo Bellon, Toya Drechsler, Benji Davidson, Dominic Edwards, Brendan Echsner, Rocco Gioffre, Ryan McDougal, Kathleen Kirkman, Alvaro Segura, Rodrigo Carrasco, Jared Sanders, Ted Abeyta
Diarmid Harrison Murray
David Bryan, Andrew Roberts, Martino Madeddu, Brendan Fagan, Brett Margules, Tim Van Hussen, Denis Krez, Chloe Dawe, Oz Dolphin, Radu Ciubotariu, Maximilian Mallmann, Alexander Gabucci
Jeremie Abrial, Xavier Zahrra
Neela Kumuda Parankusham
Rashabh Bhutani, Venkata s, Bala Krishnan R, P N Arunkumar, Silambarasan R P, S. Samson Samuel, Stalin Balan, M D Karthikeyan, Shaik Abdul Adil, Shalwin Shaiju, Bruno Roosewelt, Joslin J Mathew, Padma Priya, R Kumaresan, Sreejimol CP, Kiran V, Sachin Sureshrao Dhapudkar, Gowri Shankar Velusamy D, Ankit Dheraj Toppo, Earnest Victor, Elangovan Ganeshan, Hemanth Anusuri, Shaik Abdul Rahim, Sindhuja B, Sravan Kumar Jyoti Prakash Panda, Baskaran S, Mohan Pugaz
Jono Griffith @ Work Editorial