Heineken Film The Trailblazers by Publicis Italy

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The Trailblazers

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Industry Beers and Ciders
Media Film
Market Italy
Agency Publicis Italy
Executive Creative Director Luca Cinquepalmi, Marco Venturelli, Cristiana Boccassini
Art Director Simone Di Laus
Copywriter Beatrice Mari
Production MJZ
Director Matthijs Van Heijningen
Service Agency MPC
Released April 2017

Awards

Clio Awards 2017
Film Technique Product/Service: Visual Effects Bronze

Credits & Description

Additional: the City Belongs to the Brave
#openyourcity
Agency: Publicis Italy
Global Chief Creative Officer: Bruno Bertelli
Executive Creative Director: Cristiana Boccassini, Luca Cinquepalmi, Marco Venturelli
Copywriter: Beatrice Mari
Art Director: Simone Di Laus
Worldwide Account Director: David Pagnoni
Account Manager: Fabiola Miccone
Producer: Alice Crovato
Director: Matthijis Van Heijningen
Production Company: MJZ
DoP: Chayse Irvin
Edit Company: Work Editorial
Editor: Jono Griffith
Post Production: MPC London
VFX Supervisor: Carsten Keller, Dirk Riesenfeld, Andreu Lucio
Composer: Flavio Ibba
Sound Design: Raja Sehgal
Audio Post Production: Grand Central Recording Studio London
Executive Producers: Helen Kenny
Producer: Donald Taylor
Country: Italy
Date: April, 2017
Description:
Get ready to discover an epic journey across the city.
BRIEF
Heineken is sold in 192 countries and enjoyed in more cities than any other beer. Cities are the life-blood of Heineken's story. So, to give back, they created The Cities Project, an initiative intended to make a positive impact in cities all around the globe. Each initiative has been incredibly exciting, and this year is no different.
IDEA
Heineken's latest spot in its Cities campaign, ’The Trailblazers’, encourages men around the world to step out of their comfort zones and have an open mind to take on **new adventures**. It features a group of friends heading out for the night and deciding, rather than going to their usual haunt, to try somewhere new. They unexpectedly travel to the world’s most extreme environments - from the summit of Mount Everest to outer Space – before stepping out onto a trendy rooftop bar. The group learns that being brave and open-minded pays back, as it leads to unforgettable experiences.
With six worlds in one 90s commercial, the scale of VFX is immense. The teams crafted epic CG sequences along with water simulations, several CG ships, explosions, atmosphere, and flying debris. The film delivers Hollywood-inspired VFX storytelling on an extraordinary level, with the team pulling it off in 90 days. For the space sequence, we created an enormous range of FX sims. The explosions were procedurally generated, not simulated. Maya surface meshes were imported and processed in Houdini, creating internal structures that resembled scaffolding and solid surfaces. These detailed geometries were then fractured in the vicinity of the comet impact sites. Given the comet trajectory, we modelled the crushing, bulging, and radial ejection of all the debris using expressions, being careful to avoid intersections, so that no collision detection was needed. All of this intricacy and detail was just one example within six worlds created to show the 'new adventures' aspect of the brief.