Client: Smithkline Beecham Consumer Brands
Agency: Jordan, McGrath, Case & Partners
Director: Alex Fernbach
Production: Arf & Co./PAWS
Post: Black Logic
CGI: AFCG, Inc.
Arf & Co. shot motion control passes of the backgrounds and spoon. AFCG camera-tracked
the live action passes and created the finger, tablets and liquids.
The finger was created in CG by using a simple capped tube with a projected still frame
of a live-action finger as a texture map.
In the end, AFCG also replaced the live action spoon with a CG spoon using a still
frame of the spoon as a texture map on a 3D model. All elements, including shadows
and reflections were created in CG.
The only live-action element used in the final composited scenes were the clean
Special thanks to Alex and Andrew at ARF & Co. and especially to Peter Cohen and
Gene Case at JMCP.