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Smith Takes Us Behind the Scenes with Greenfield Natural Meat Co.

Smith, 4 months ago

Post house shares some insight into the CG and animation that went into their commercial

Smith Takes Us Behind the Scenes with Greenfield Natural Meat Co.

The team at Smith got together with their friends at John Street to work on a project in the fall for Greenfield Meat. Greenfield is a company that uses no human antibiotics in its products. 

The idea was to produce a film that contrasted the Greenfield model against the industry norm. There is a delicate line to follow when showcasing the food production chain, so together with the creative team at John Street Smith came up with an animated approach that was friendly and approachable but still informational.

The company wanted to do something different and give the film a unique look. Smith decided to 3D print all the scenes and props and then combine them with CG animation to create something new. The deadline was very tight, as always. The post house designed, built and pre-visualized the entire film in just over 10 days. They then handed the files to the team at 3DPhacktory to print all the elements.

Smith used a process that looked like stone, where the colours could be printed right from the CG files. It gave the scenes a delicate, hand crafted look.

The project was one of the first of its kind undertaken in Canada, and the largest attempted in Toronto!

The post house used a tabletop motion control rig to shoot all the scenes and shot all scenes in three days, finishing the last element on Christmas Eve. 

Animation worked in tandem with the printing. The team worked to give the animation a simple stop motion feel, while maintaining the flexibility that CG affords. The film was completed in an unbelievable 5 weeks, and following some market research, the film made it's debut in March of this year.

Category: Food , Meat & Fish

Genre: Animation , Visual VFX