Rubbish Monster
Overview
Brett Foraker has directed the latest campaign for the French Environmental Agency, Ademe, featuring an individual’s ‘rubbish’ monster that follows them around as they go about their daily routine.
The 3 x 30 second commercials; ‘Supermarket,’ ‘Compost’ and ‘Office’ were produced by Julie Mathiot at DDB Paris and Jerome Denis at Wanda Productions. MPC was involved from the outset; completing concept artwork, early look development and ultimately designing the final CG rubbish monsters.
video management, video solution, video streaming video management, video solution, video streamingThe Facts
The monsters represent the huge amount of rubbish produced each year by the average French citizen, and how, by making the right decisions, their output can be significantly reduced. The design and look of the monster was carried out by MPC’s concept artists Andrew Brooks, Charlotte Tyson and Andrei Ryabovichev under the direction of Brett Foraker.
MPC’s Art Department carefully developed the character’s facial features and body to allow for complete freedom of movements during the animation process.
Once the concept was signed off, MPC’s 3D team lead by VFX Supervisors Vicky Osborn and Dean Robinson started modeling and texturing over a hundred photo-realistic CG rubbish elements that would form the body.
One of the main challenges for the 3D team was integrating the rubbish within the monster in a fully dynamic way. To achieve this, the team opted to create a fur based under-mesh and attach the rubbish to the individual hairs. This approach allowed the garbage to react naturally as the monster moved around its environment.
Michael Gregory and Alex Harding led the 2D team who was responsible for seamlessly composting the monster within the live-action world and achieving total realistic integration.
video management, video solution, video streamingImpressions
A very smart and well executed ad. I think this borrows from the little green monster on our shoulder we refer to as envy. When one speaks of envy that way it makes us feel ashamed and I feel this has the same idea. Well, anyone would feel shame walking around with an ugly, smelly object behind them.
What was impressive about this is the attention to detail. The monster came across real and even had a personality. It’s even outstanding that a certain amount of emotion and expression is conveyed through the monster’s eyes.
Rubbish Monster
Now while the ad is impressive, I wonder if it was inspired or even done by the same individual (or team) who did a tutorial over at CGSociety. This tutorial I link to is dated since 03 August 2007 while this ad is released October 15th 2009 according to sources.
I certainly hope it’s the same person or team because the idea and concept is the exact same when you compare them. Execution and visual might be different but the end-result the same. I’m not pointing any fingers, just saying it’s a mere observation and the similarity is hard to miss.
I like both ideas and execution but I’ll go with the last one since it’s dated since 2007 meaning it’s the more original one.
