Burberry launches their new and long awaited Burberry Body fragrance globally, with the face of the campaign top model and actress Rosie Huntington-Whiteley.
Christopher Bailey, Burberry Chief Creative Officer commented, “Burberry Body is the next chapter in our history, and a launch we are all so excited about. It’s the Burberry world translated into a scent, embodying every facet of the brand. We wanted to create something very British, feminine, timeless, distinctive and effortlessly sensual, with the attitude and energy of our iconic trench coat at the heart of it.”
Rushes worked closely with the director Mario Testino to achieve the right balance to match the beautifully shot stills.
The Rushes CG team, supplied with the geometry for the distinctive Burberry perfume bottle including patterned metal cap, created the complex textures and shaders for the metal, glass and most importantly the perfume itself.
The complexity of the task was demonstrated in the number of reflections and refractions involved in almost all of the CG surfaces and how this affected the look of the bottle and perfume on any given frame. This was accentuated as render times had to be kept as low as possible to provide a fast turnaround of all 15 shots.
Imperative above all else was the degree of photorealistic beauty necessary to complement the Burberry brand and Mario Testino's photography, the attention to detail was absolutely key.
Texturing, lighting and rendering were completed in Maya and RenderMan to give maximum flexibility with the shaders and effects. RenderMan was the tool of choice as it allows the artist to add extra controls thereby refining the degree, softness and sampling of the reflections plus enabling excellent subsurface scattering and caustic lighting effects. The ability to combine fast render times and the ability to split the beauty render into component passes made RenderMan an invaluable tool.
Pre-compositing was carried out in Shake and Nuke by the CG team allowing an early edit for approval. Render and helper passes were supplied to the VFX team in Flame where the beauty and composite work was created, adding lens and lighting effects, depth cues and final grading delivering the finished, high quality commercial.