“Measure Up” is part of the Department of Health’s new initiative to tackle the increasing problem of weight related health issues in Australia. Filmgraphic's Director Graeme Burfoot took on the task of illustrating over 60 seconds how even a seemingly small amount of continual weight gain over the years can lead to serious health problems later in life.
As Fuel’s new recruit, lead Flame artist Angus Wilson explains, "Graeme wanted the overall change in the main character to be so subtle and gradual that by the end of the spot the audience would be shocked by how unhealthy he had become. We achieved this effect by filming a number of men with varying body shapes and prosthetics, then morphing and blending the different takes in Flame.”
Newly appointed senior VFX producer on the job, Celia Nicholas, says, “The spot was a baptism of fire for both Angus and myself, both new to Fuel, Graeme was very focused on maintaining a strong graphic contemporary feel to drive the message home. Client and agency were very pleased with the final result, it has had great cut through on-air.”
Client: Federal Department of Health & Aging
Agency: 303 Perth
Agency Art Director: Byran Dennis
Agency Copywriter: Malcom MacLean
Agency Head of TV/Producer: Phoebe Dunn
Production Company: Filmgraphics Productions
Director: Graeme Burfoot
Producer: Jude Lengel
Executive Editor: Sue Schweikert
VFX Supervisor: Angus Wilson
VFX Producer: Celia Nicholas
The TV Commercial titled Measure Up was done by 303 advertising agency for product: Weight Care (brand: National Department Of Health) in Australia. It was released in the Nov 2008.