Forget the image of M&Ms fading to gray-scale, as they did in a previous spot this year. Using THE WIZARD OF OZ for more colorful inspiration, M&Ms are back in a CG RIVER OF CHOCOLATE spot, the first of a five-part campaign produced by New York effects and design company Charlex. More abstract than the more familiar character advertising, the focus of this campaign is intended to broaden the brand and to utilize different interpretations of the Petula Clark song Color My World.
The biggest challenge with M& Ms RIVER OF CHOCOLATE was producing such a technically [complex] spot, yet keeping the process fluid and open to our clients, Vfx/CG supervisor Bryan Godwin told VFXWorld. When dealing with complex systems of fluid dynamics and large datasets (over 300,000 candies), its hard to turn changes around and present options. We were able to previsualize the fluid simulations very quickly in a low res form, allowing the choreography and musical flow of the piece to be very interactive. That way, we had a fairly good idea of what we would have after processing. Once the previs was approved, it would take three days to export all of the data, and then two more for HD resolution renders. I think it was this process that allowed us to achieve such a mesmerizing and organic spot.
Software used: Maya, Real Flow, Mental Ray and custom proprietary tools. Forthcoming spots will focus on a different candy color in concert with various musical artists.
Charlex Credits:
* Director: Alex Weil* Guest artist/original designs: Nancy Stahl* Vfx/CG supervisor: Bryan Godwin* Sr. effects technical director: Bill Watral* Lead lighting technical director: Jon Parker* Lead CG technical director: Karl Coyner* CG technical director: Oktay Ahiska* Lighting technical director: Cody Chen* Sr. character animator: Pat Porter* Editor (Rock version only): Kevin Matuszewski* Flame artists: Philana Dias and Burtis Scott * CG producer: Bennett Lieber* Sr. producer: Steve Chiarello
Charlex (www.charlex.com) is founded on the concept of an integrated in-studio environment that includes designers, editors, animators and effects and CG artists. Offering this highly responsive creative team enables Charlex to provide a diverse range of services, from design, branding, editing, 3D, animation and live-action supervision to the most technically advanced digital effects and postproduction.
Bill Desowitz, former editor of VFXWorld, is currently the Crafts Editor of IndieWire.
