The brief was to produce a television commercial for Camerich, a high end designer furniture company based in London, to be broadcast on both Channel 4 and More 4. The creative brief was to present Camerich as a large, well established global brand – but new to the UK.
Although the company was well established, the brand wasn't very well known to most consumers so we needed to create a simple, stylish ad that showcased the quality of the products, supported by a voice over and onscreen graphics to demonstrate the companies heritage. We took a minimal approach for their very first UK TV ad and opted to shoot selected items of Camerich furniture in an infinity white studio to echo the magazine advertising and to project a feeling of luxury while showcasing the contemporary design of the furniture.
Motion tracking 3D with live pole cam footage, shot in an infinity studio, bespoke music composition and voice over. The shots were rotoscoped to separate the furniture from the background, to integrate each shot so it would transition as if in a single camera move. The video was then tracked in 3D with words which were placed 'behind' the rotoscoped furniture.
Created using a combination of 3D Max, After Effects and edited using FCP.
"I am sure I speak for all when I say we are extremely pleased with the comprehensive service Drum provide us. We were wary of outsourcing such vital parts of our business but Drum picked up immediately what the brand was about and distilled it in our digital media offering, often going beyond the brief to add value too. On the technical side the speed of response and willingness to work within our existing protocols has allowed a seamless transition from in-house web-updates, development and maintenance to an outsourced solution that has reduced the cost-base and improved the output."
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Tom Wakeford | Managing Director
Camerich | Chelsea, London SW3
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