Toward the end of 2015 I was involved with a campaign for Budweiser through Lunar Films. The director was Wang Li Ming Who I'd worked with before on a TVC for Sprite which I'll chat about in another blog. There were a number of different versions for the Budweiser TVC's covering both Christmas and Chinese New Year.
The Color grade for these spots was kept relatively restrained which was fantastic because there was a temptation to slide down the slippery slope of glossy and over produced. The director stayed true to his vision for the piece which I think kept it grounded. It's difficult to fully explain this point but I've seen similar content get pushed far too hard and it ends up as this hyper real production which overpowers the content.
This was the first TVC I've been involved with that had a large CGI crowd component as part of the visual effects. I was blown away by what the VFX guys at MPC Shanghai achieved. I had graded the plate shots so I had an idea of the space that was getting filled but when I saw the final image I was taken back - it looked fantastic.
Needles to say the completed TVC's have come up really well. I don't get much of an opportunity to see much television in Shanghai. More often than not I get to see the work in the back of a Taxi. Yeah, seriously. I used to say 'Will this pass the Pub test?' but perhaps I need to update that for Shanghai and say 'Did it pass the Taxi test?'