The new PUMA campaign from Central Studios (well known for stills productions) consolidates the production company’s shift into film. SHP+ talks to owner/EP Rodney Evans to find out why this project resonated so much for the production house that’s always considered themselves as a bit of a rebel in their approach to the market.
擅长于剧照制作的奂镜（Central Studios）的新PUMA彪马活动，巩固了制作室向电影制作领域的转变。SHP+与该制作室的所有人兼执行制片人（EP）Rodney Evans聊了聊，一家总是以几分反叛的方式开拓市场的制作公司，为什么会和这个项目能产生如此大的共鸣。
Q：What was the brief from the client? 客户的brief是怎样说的？
The initial brief painted a picture of two elaborate fantasy worlds – one inspired by cyberpunk and gaming while the other a Baroque interpretation of Newton’s apple falling. The story revolves around Li Xian, the hero and rider, who journeys between these worlds.
Q：Did you have a chance to contribute creatively or was it all boarded already? 你有机会参与创意部分或还是都已经有了？
Fortunately, the project was still in its initial phase when we saw it first so it was a great opportunity to have early creative input and work with the director on developing the story line and collaborating on the whole concept development.
Q：Were there any other films/movies that inspired the tone of the film? 还有什么其他的影片/电影是这部影片的灵感吗？
Yes – As we honed in on the creative, inspiration was taken from Ready Player One, Tron and Akira. Members of the team were already personally interested these genres so it made the process even more fun and natural.
Q：Talk about the production process. Where was it shot – locations? How long was the shoot – number of shoot days? How long took to accomplish the entire project from the award day?说一下拍摄过程吧。在哪拍摄的-地点是哪？花了多久拍摄-拍摄日是几天？从拿到项目到完成整个项目，花了多久时间？
We shot in Beijing. We had limited time with Li Xian and an extensive list to complete. The live action was shot in 4 (crazy) hours. We usually get 3-4 times that so this was definitely a record for our team. The pre-production was 1 month from award date to shoot date. Since we knew we had a short amount of time with Li Xian, we anticipated every little detail during pre-production and were previsualizing many of the assets before the shoot. We also had 1 month for post which was a super tight but, in the end, we got the job done and we’re proud of the results.
Q：Post house? How long time did they have to work on the final version? Were there any challenges in the post compare to the shoot?后期制作呢？他们在最终版上花了多久时间？对比拍摄，后期制作上遇到什么有挑战性的地方吗？
We worked with Kizny Visuals on the CGI + animated components of the TVC and with Hue for the online and color. We had 1 month for both the 2D and 3D animation post and Santa delivered the final version right on cue.
Anticipating challenges during post dictated how we shot. For example, we shot green screen and there was green in Li Xian’s shirt so we needed to do a lot of color tests (turn the green to blue) to ensure there were no issues with color grading. We used CGI to put in a laser beam in one scene but there was no reference laser during the shoot. We needed to do a lot of precise keying during the shoot with precision camera placement and movement to ensure the post-production process was smooth. It eventually paid off.
Lastly, due to budget limitations, we weren’t able to do a frame-by- frame animation – instead we did 2D paint over the real footage. This resulted in needing to Photoshop some scenes frame by frame. Luckily we have an excellent in- house retouching team who was able to handle this quickly.
Q：What is notable about this spot? What about it stands out compared to other jobs?这条广告片引人注意的地方在哪？和其他项目比，这次为什么这么出彩？
This was definitely the most intensive job we have done with CGI and differing animation styles so it was a huge learning curve – both in terms of the post production processes and also in how we needed to coordinate the shot list to work with the post house requirements.
Not having too much experience for such a shoot, we really needed to do some extra research and prep to foresee any potential pitfalls. There was a whole new language to learn to communicate for CGI execution. Especially when describing just how a glitch ought to glitch!
Q：What were the biggest challenges in producing the spot?制作这条片子的时候，遇到的最大的挑战是什么？
Learning while producing probably added extra communication to ensure our understanding and director’s wishes were properly understood and executed. The other major challenge was time and budget (of course), especially because the animation can be so time consuming but also because we had to make sure the approved styles could fall within a realistic budget.
Q：Talk a little about the experience working with the agency and clients?说一下和代理商和客户合作的经历吧
The client was very open with the brief and we were given a lot of freedom to achieve the creative result. It was a collaborative effort especially with the director, but also with agency creatives who had a clear idea but a flexible, practical approach. The client ultimately wanted good exposure of the brand, product and celebrity, and we achieved a fairly organic balance within the execution style.
The creatives at the agency really pushed boundaries and in the final stages the client gave us some additional challenges that overall all helped to make this spot memorable. The project was a good learning opportunity and a positive partnership between all parties; and we all walked away good friends at the end of it!
Client 客户: Puma
Agency 代理商: MRM
Production 制作公司: Central Studios
Producer 制片人: Zheng Rong Kai
Post production 后期制作: Kizny (CGI), Hue Post Production ( Online & TC )
Music 音乐 : Elphick Wo
Director / Dop 导演/摄影 : undisclosed