The Mill, Gorgeous and AMV deliver Guinness' 'Cloud', the first film in their new creative campaign 'Made Of More'
Teaming up with the creatives at AMV and production company Gorgeous The Mill's team worked closely with director Peter Thwaites to create 'Cloud', the first film of Guinness' new 'Made Of More' Campaign. The spot follows the extraordinary journey of a rather unusual CG cloud that like Guinness is 'Made Of More'.
The Mill was brought in at a very early stage to help develop the cloud as the central character in this uplifting story. "We were approached by Olly at AMV back in February with the script for 'Cloud', and straight away we knew it would be a stand out piece of work for the year. As soon as Peter came on board we worked closely with him on concept frames, which helped us create the character of the cloud. Realistic clouds are one of the most difficult elements to achieve in CG and being involved from the beginning allowed us to really dedicate ourselves to the project. We were able to get started with RnD prior to the shoot in Johannesburg and then once there was an offline we helped Peter and the agency block out the shots."
The clever cloud interacts with the world around it, flying over skyscrapers and in between buildings and is the result of a very controlled workflow across Mill departments' says The Mill's colourist on the project Seamus O'Kane. "This allowed myself and Peter to fineness a grade which could be viewed by the 2D and 3D teams but remained apart from the intensive compositing and character animation process. As a result, the final application of grade to the finished files became a seamless process despite the delicate balance of character and background. A beautiful result all around."
Being involved in another eye catching project for Guinness and AMV was a treat for The Mill, and generating the photo real CG clouds for this new campaign marks another milestone in collaborations together.