Super !! Young & amp; Rubicam grow in the garden tools. Gold Clio Awards for special effects

Roller «Arboretum» («Arboretum») established Young & Rubicam Chicago for the garden areas of Sears, won gold at the recent Clio Awards 2007.



Minute spot opens frames garden filled with ordinary life: birds, beetles, snails, frogs. And suddenly the garden begins to bloom, though not the usual flowers and plants in the form of a line of garden products from Sears: tool kits, drills, shears, lawn mowers and parasols. Tagline: «Bring Your Yard To A Life» - «Bring your garden».


The goal of a huge team behind the roller, show details of the garden close-up, most harmoniously fit the shape, size and texture of each product by Sears in existing plants. The agency says that all effects are based on the nature of natural plants.


Kim Mohan, senior producer, Y & R: «If the proposed Sears to introduce the product in the movie it was impossible to pass naturally through the plant, it was rejected. By the way, did you notice that the petals of water lilies actually shovel? At Sears, we did not say that they want to show a shovel, but they look great. They are "in the subject." The shape and thickness of the shovel even correlate with what can be found in the petals of lilies ».

Especially for shooting video was lined garden, which were taken almost all the shots. Only one scene - with red umbrellas - was filmed on lokeyshene.




Agency: Young & Rubicam Chicago

Creative Director: Nancy Hannon, Mark Figliulo

Art Director: Isabella Ferreira, Mark Figliulo

Copywriter: Pete Figel, Ryan Ebner

Agency Producer: Kim Mohan, Matt Bijarchi

Production: MJZ, Los Angeles

Director: Rupert Sanders

Director of photography: Chris Soos

Executive producer: Lisa Rich

Producer: Kim Shapiro

Editing company: The White House, Los Angeles

Editor: Neil Smith


Visual effects: Method Studios, Los Angeles

VFX producer: Rich Rama


CG creative director: Laurent Ledru

Lead 2D VFX artist: Cedric Nicolas

CG technical supervisor: Gil Baron

3D VFX artists: Chi-Wei Hsu, Chris Smallfield, Dan Dixon, John Baker, Marco Iozzi, Pasha Ivanov, Reza Rasou, Scott Metzger, Seong Joon Lee

Technical director: Andrew Bell

VFX Executive Producer: Neysa Horsburgh

Head of production: Sue Troyan

Production designer / art director: James Chinlund

Previsualization: Halon Entertainment

Colorist: Beau Leon, The Syndicate

Music: Greg Reeves, Cordovan Music

Sound designer: Brian Emrich.


Sound engineer: Shawn Ballman

Sound Company: Soundslave

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