COI: New Commercials for the Inland Revenue Title:
Announcement Passion Pictures has joined forces with Blink Productions and Rushes to produce a campaign for the Inland Revenue which explains how tax credits are available to families with children. The campaign was devised and written by M&C Saatchi creatives Clive Yaxley and Jerry Gallaher. The 60 second commercial which opens the campaign, is directed by Mark Denton and uses a mixture of live action, animation and special effects to create a graphic world in the style of a bank note in which the narrative takes place. New Zealand director and animator John Robertson worked with a team of CG and 2D animators and illustrators at Passion Pictures to create the graphic animation of the bank note, and Rushes treated the live action footage to integrate it with the animation in the same bank note style. The commercial opens with the bank note style illustration, and in the place on the note that normally has a picture in it we see a young child on his ride-on plastic fire engine. The camera moves over and some text in the style of bank note type explains that, "9 out of 10 families who are bringing up children are entitled to tax credits". We are then introduced to four families with children whose circumstances are all different including the Graham family, where the mother has given up work to look after the children, Patricia Taylor who is a single mother and student nurse, Paul and Tina Jackson who work full time in a restaurant and the Joyce's who have 4 children. All are entitled to tax credits and are encouraged to claim them, "because it's money with your name on it", explains the voice over. Establishing
the look of the commercial was the first challenge for the team
at Passion Pictures, lead by director John Robertson. Graphic elements
sourced from bank notes were created in Illustrator as flat artwork
and imported into After FX where they were lit, coloured in Photoshop
and composited with 3D objects and backgrounds created using Lightwave.
The layouts were then composited in After FX in projects containing
up to 70 layers of animated and lit elements. The film was then
finished at Rushes in Inferno with etched screens applied to the
live action characters, so as to integrate them into the style of
the banknote. Overall grading and FX work was also completed at
Rushes. |
