IKEA, Fly Robot Fly

  • Agency Mother;
  • Production Company Strange Beast & Ghost Robot ;
  • Director Daren Rabinovitch of Encyclopedia Pictura ;

MPC, Strange Beast and Mother Join Together in Charming Production for IKEA

IKEA encourages parents to “Come Home to Play” in its latest campaign, inspiring adults to learn from childish enthusiasm by throwing off the shackles of “serious” and embracing the power of play.

The MPC motion Design Studio developed the DMP and VFX elements that are incorporated in to the film, such as the CG road, rocks and grass and flowers, clouds, fire, smoke and dust.

The 2D Nuke team undertook extensive work joining multiple takes together, and compositing the shoot elements with the DMP backgrounds and VFX renders, to really bring the film to life. 

Working with Strange Beast Productions, Daren Rabinovitch - of Encyclopedia Pictura - became part of the MPC DMP family. Stephen Ross and Tom Robinson, VFX supervisors said "The overall style of this piece of work comes directly from his personal style of drawing. All the shapes and forms of most of the major elements, from the main cloud, to the rocks and the trees, were designed and originally drawn by Daren. We had to learn his style and incorporate this into our workflow. We worked very hard to facilitate his desires and bring to life his vision. Because of this, there is a stylistic consitency on all levels that holds true to Daren's art direction as we tried to keep it a pure as possible.”

Daren said: "The VFX process was a joy; the biggest challenge was simply staying ahead of the artists! MPC were really willing to discover the look, and given the tight schedule, this was very brave.”

Credits

  • Agency Mother
  • Production Company Strange Beast & Ghost Robot
  • Director Daren Rabinovitch of Encyclopedia Pictura
  • Executive Creative Directors Mother
  • Creatives Mother
  • Agency Producer Mother
  • Production Company Executive Producers Sam O’Keefe & Mark De Pace
  • Production Company Producer Kitty Turley
  • Editor James Norris @ The Whitehouse
  • DoPs Michael Wood & Rob Leitzell
  • VFX MPC
  • VFX Producer Jakub Chilczuk
  • VFX Executive Producer Paul Branch
  • VFX Line Producer Deepanjali Singh
  • Head of Design Studio David Ashley
  • VFX Supervisors 3D/Motion Design Tom Robinson & Stephen Ross
  • VFX Supervisor 2D Rod Norman
  • VFX Shoot Supervisors Grae Revell & Alex Harding
  • VFX Team Alexander Kulikov, James McIver, Matthew Campbell, Michelle Tolo, Gowri Shankar Velusamy, Radhakrishna Rethinasamy, Tom Harding, Michael Gregory, Ralph Dubber, Toya Drechsler, Ruairi Twohig, David Filipe, Patrick Phoenix, Avinash Bhandary, Angela Carafas & Michael Nieves
  • Grade MPC
  • Colourist Richard Fearon

Our global family of studios are all permanently connected and networked through an integrated production pipeline, allowing our team of artists and technologists to work closely together on shared projects whether they are in the same building or working remotely from separate locations.