BRW USA, Los Angeles director Fred Raimondi proves that love for the taste of Dr. Pepper is truly universal in an extraterrestrial new :30 “Earth’s Treasure” for McDonald’s and Dr. Pepper. With alien characters and gripping action rivaling any Hollywood offering, “Earth’s Treasure” features an army of menacing, stone-faced aliens turned happy with one sip of soda pop.
Raimondi pulled from his extensive experience as a visual artist and worked closely with character concept designer Tully Summers and environment artist Rob Brown to pull together the design elements of the spot before production commenced. The alien characters that were created largely drove the visual concept from the onset of the project.
Notes Raimondi, “We wanted the piece to feel more like a trailer for a movie than a commercial. I wanted to ensure that I would have a team in place that would be able to execute such a cinematic spot in 30 seconds.” Based on initial concept works, The Mission, led by Animation Director Piotr Karwas, was able to work with Vicon/House of Moves and their latest motion capture technology to achieve the lifelike body movements of the 3D aliens rigged by the animators. Notes copywriter Gavin James, “We didn’t want this to feel animated. We wanted sounds and imagery that really felt like we were watching these Aliens experience the fountain for the first time.” These true-to-life qualities further enhance the cinematic nature of the spot and allow the viewer to be truly drawn into the story in such a short period of time.
“Earth’s Treasure” opens in the hold of a cavernous futuristic spacecraft as alien creatures usher in a mysterious piece of cargo, presenting their spoils to a Centurion-like alien warlord. In subtitled alien language, one of them explains: “There is a place on Earth, cherished by billions.” The creature continues, “Inside—we found this,” opening the item to reveal a large McDonald’s soft-drink fountain machine. The leader reacts in awe. One of the minions hands him a McDonald’s cup and he steps forward to fill it with Dr. Pepper. As he takes a long satisfied sip, layers of his face peel away and his countenance changes to a broad smile, kicking off a celebration among the legions of aliens. Abruptly, we cut back to a McDonald’s on Planet Earth where we see a stunned employee looking at the remnants of a torn-out soda fountain as voiceover calls out the promotional copy: “Come get a one dollar any-sized fountain drink at McDonald’s… While you still can.”
About BRW USA, BRW FILMLAND AND INDEPENDENT
BRW USA is a creative content production company founded by Andrew Traines, Gianfilippo Pedrotti, Michele Nocchi and Marco Bussinello. The L.A.-based shop is home to a team of seasoned producers and A-list directing, design, VFX and interactive talent. The diverse collective offers integrated creative solutions for agencies, brands and the entertainment industry. With its sister companies Independent, London and BRW FILMLAND Milano, BRW USA has a reach that extends to Europe, South America and beyond. BRW USA is able to employ top talent from around the world to ensure the finest work at the most cost-effective price.
Established in 1974 as BRW & Partners, BRW was the first commercial production company in Italy to work with only the best American and British directors, and quickly became one of the most award-winning production houses in Europe. Currently run by Marco Bussinello, the company changed its name in 2009 giving birth to BRW FILMLAND.
INDEPENDENT (LONDON), headed by Jani Guest, is recognized as one of the UK’s top production companies with a wide array of top-tier talent in both live action and animation.
About The Mission
The Mission is a high-end visual effects boutique specializing in commercials, film and digital content. It is located in the middle of the pop-culture hub known as Abbot Kinney in Venice, CA.
With the talents of some of the most creative and experienced artists in the industry, working with the latest tools and a top-notch production staff, The Mission is a lean and dynamic powerhouse of a partner to deploy into your creative process.
A core group of industry veterans quickly emerged at the close of highly regarded effects house Asylum to launch The Mission.
From concepting, previs, and on-set-supervision, to 2d and 3d visual effects work & design, and on to final mastering, The Mission brings a smart, beautiful and efficient component to every visual dimension of your project.
Credits:
Client: McDonald’s/Dr. Pepper
Title: “Earth’s Treasure” :30
Agency: Moroch USA
Executive Creative Director: Bob Shallcross
Copywriter: Gavin James
Art Director: David Soames
Broadcast Director: Kathleen Torres
Production Company: BRW USA
Director: Fred Raimondi
EP: Andy Traines
EP: Gianfilippo Pedrotti
Character Design: Tully Summers
Music, Sound Design, Character Voices: PrimalScream Music @ Sound
Creative Director/Executive Producer: Nicole Dionne
Composer: George Kallis
Sound Designer: Stuart Brawley
Alien Voice Creation: Stuart Brawley
VFX/Animation: The Mission
Animation Director: Piotr Karwas
Executive Producer: Michael Pardee
Creative Director: Rob Trent
Lead Compositor: Christopher Moore
Compositor: Katrina Salicrup
VFX Producer: Diana Cheng
Animator: Alfonso Alpuerto
Animator: Nicole Herr
Modeler: Chad Fehmie
Modeler: Raul Dominguez
Rigger: Nole Murphy
Texturer: James Lee
Lighter: Oliver Arnold
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