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NRMA Motor Serve: NRMA BABY
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The concept, developed by creative’s David Bell, Mike Boswell and Kevin MacNamara, at MercerBell Sydney uses a humorous play on words to demonstrate the high level of care provided by the NRMA Motor Serve when servicing their clients’ cars or in this case, their ‘babies.’ For this concept to be realised, twenty toddlers were shot as ‘miniatures’ then scaled up in post- production. Real babies were composited into a wide range of traditional live action shots- also consisting of 3D elements and high- resolution stills.
Directed by Resolution’s Tim Dyroff, the commercial was shot over three- days, covering seven locations. The key to shooting with toddlers, explains Dyroff, was to create a crawling- friendly, traffic free road strip within the studio. Which, not only helped to create a focus in the filming process but also assisted in post-production when rotoscoping and compositing the crawling babies into the live action background plates. “This spot draws on a rich tradition of hi-end visual fx work like the Rolling Stones music video “Love is Strong”, in which scale is exaggerated but made to look totally in-camera using a trick of lens distortion to bring the two elements together seamlessly, in the one shot” says Dyroff.
Editor/ Lead compositor: Neil Monteith |
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