Framestore Conquers Everest for Fold 7

Framestore has again teamed up with Daniel Kleinman to deliver another high-profile TV campaign.

Press Release from Framestore

Framestore has again teamed up with Daniel Kleinman to deliver another high-profile TV campaign. This time the task has been to conquer Everest and put man on the moon for Fold 7's Carlsberg campaign.

The irreverent ads get men to tackle the world's biggest challenges so they can supp a satisfying Carlsberg. Spaceman sets an astronaut on the moon so he can admire the view with help from a Carlsberg and a picnic chair. Everest sees a climber scale the summit to erect a TV aerial so that he and his mates can catch a crucial programme back at base camp.

The shoot took place in New Zealand over three weeks and was supervised by William Bartlett. Everest entailed enhancing mountainous backgrounds with snow, accentuating the steepness of the climb and compositing a CG rope. But Framestore's main challenge was to create a believable moonscape for Spaceman in Flame and Nuke, whilst avoiding the visual clichés of 1960s moon landing footage. Bartlett and his team started to develop the moonscape backgrounds in Nuke whilst on the shoot so they could be roughly composited on set to aid Kleinman's direction.

The lunar module and visor were built in CG. The schedule was maximized by starting R&D three weeks before receiving the plates. The astronaut's visor was built in CG with live-action reflections added in Flame so as to control how much of the actor's all-important performance was visible in the final edit. Flame was also used to remove the bungee rig, which helped the actor to emulate the moon's weightless feel. The astronaut was filmed day for night, to help the long shadows seen on the moon. Framestore's colourist, Steffan Perry, perfected the look with an atmospheric grade.

AGENCY Fold 7AGENCY PRODUCER Sandy ReayPRODUCTION COMPANY Rattling StickDIRECTOR Daniel KleinmanPRODUCER Johnnie Frankel

VFX FramestoreTELECINE Framestore 18 com