Lost Boys | School of VFX

When watching television commercials, you might not always notice that the products they are trying to sell you are increasingly becoming computer generated, most obviously those that are animated - who can miss a talking pop can or a dancing M&M? - and with more subtlety, the final beauty shot.

You'll see 3D food products, mobile phones, razors, pop bottles, beer bottles, waffles, dominoes, handbags, volleyballs, soccer balls, pharmaceuticals and arguably the most extreme of all product shots – the automobile. Product shots are important to solidify the consumers "brand recognition" and maximize "product appeal" which is a vital issue in effective advertising. Perhaps due to the pressure that comes along with this responsibility more and more Directors are looking to 3D animation to allow more flexibility and freedom to design and manipulate the shot to meet greater standards.

Commercials are being created at many animation and visual effects studios – it is often the bread and butter genre for a studio. The list (in Canada) includes Red Rover, Guru Studio, Cuppa Coffee Animation, Hatch Studios, Spin VFX and Axyz FX in Toronto; deShed, Skuad and Buzz Image in Montreal; and Vancouver's The Embassy VFX, Global Mechanic and CIS.

At Lost Boys Learning, one of our Term 1 demo reel projects is to create a photo realistic brand-name object for a simulated TV commercial product shot. Students have created shots for Lipton, Corona, McDonald's, Chanel, Sun-Rype, Nestle, Advil, Molson, Starbucks and more, developing photo realistic texture mapping, lighting and rendering skills. Typically these shots are 5-7 seconds in which the product must be cleanly established and have suitable text or logo overlays displayed before the commercial ends. Simulating the fast-paced scheduling involved in commercial production, our students have two weeks to take their projects from concept to completion.

"I used Maya's curve and revolve tool to accurately recreate the unique contours of the Monster can. Slicing a can into a flat shape that is suitable for scanning is more of a difficult process than one would expect. After a quick search online, I was able to locate the Monster logo which I then added the appropriate text/font to complete the cans textures. After animating a subtle dolly out, I added a small quaking effect to the product implying that something powerful was inside the can awaiting its release." - Dan Jackson

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Lost Boys | School of VFX

Mark Benard

Based in Vancouver Canada, Lost Boys | School of VFX is North America's top dedicated visual effects school. Listening closely to industry needs, Lost Boys has created its unique VFX Compositing & Effects Technical Director(FXTD) Programs.

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Based in Vancouver Canada, Lost Boys | School of VFX is North America's top dedicated visual effects school. Listening closely to industry needs, Lost Boys has created its unique VFX Compositing & Effects Technical Director(FXTD) Programs.

Enjoying a 98% placement rate, Lost Boys is the preeminent school of VFX. For more information please visit our website at lostboys-studios.com, lostboys-vfx.com or join us on Facebook facebook.com/SchoolOfVFX.

We are the Studio that Teaches.

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