Lumiere were commissioned to create a 1-minute animation that conveys the brand essence of an intravenous iron therapy developed by Takeda for the treatment of anaemia. The starting point was a series of static images conceptualised by Saatchi and Saatchi Health, featuring dynamic figures emerging from ‘iron’-like particles to express the strength, flexibility, and freedom that the product affords patients.
In production, 3D models were built and animated in Softimage and then converted into a forming and deforming “skin” of particles using Softimage’s ICE system. Additional cloud particles were then created in ICE with Mootzoid’s emFluid and emFlock plugins used to control their movement. The resulting renders were then brought together in After Effects and layered up to produce the final film.
Shot at 4k. Pans and zooms done in post. Neutral picture profile - no Canon log, no color correction, straight from camera into Premiere Pro, edited at 4k, then exported to 1080p, then Vimeo/YouTube compression (which kills images). Regardless, I really like this camera! Love the latitude to zoom and pan! With c-log I'm getting approx. 12.5 stops of range.
Lucy continues to provoke the biological edge of the body with her new film MAKE YOUR MAKER, taking on the domain of genetic manipulation and human cloning. She delivers a world where clones are edible; their sensory effects absorbed through the body.
Written and directed by Lucy McRae, MAKE YOUR MAKER responds to the idea that ‘Food and the body are inseparable’; a dialogue developed alongside Nahji Chu, the savant owner of Australian cult restaurant MissChu.
We see a lone woman fastidiously prepare and distill human body parts, using her own body as a test bed, fusing gender and blending ego like a chef constitutes food. Her laboratory references the wet and somewhat grotty kitchens found in dimsum markets; the basement housing her inventions. We see her curiousity in process, operating an assembly line of kitchen appliances big enough to steam a body. Duplicates are cut precisely with facial cutters, dissected according to her mathematical matrix, sealed and then packaged for consumption.
A Lucy McRae film commissioned by Misschu
Director and Writer Lucy McRae
Producer Beatriz de Rijke
Executive Producer Lou Weis
Cinematography Christian Paulussen
Editor Phil Currie
Model Rolien Zonneveld
Original Music James O'Connell
Sound Engineer Martin Leitner
Color Grading Norman Nisbet
Post Production Larsen VFX
Art Direction Lucy McRae
Assistant Art Director Maaike Fransen
Art Department Interns Jeffrey Heiligers, Malou van Dijck, Alexandra Stück, Lisa van den Heuvel and Charlotte Jonckheer
Behind Scenes Camille Parthesius
Special Thanks to Stitch Editing, Pumpkin Post Production, Aaron Israel, Hessel Waalewijn, Jason Lamont, Rachel Connors, Amba Molly and Janneke Verhoeven