This 60 second ad for Capital FM was co-directed by Steve Qua and Russell Thomas through Karmarama.
The challenge of this production was to bring all of these global stars into one ad, to make it feel as if they were all shot in the same location on the same day. It was in fact shot whenever the artists schedules allowed in various hotels and studios in and around central London over a two month period. Careful planning was required to bring continuity to the final result.
Russell Thomas’ huge experience in live performance and working with global artists meant that the team were able to capture some very natural material. Steve Qua was on hand to co-direct the action as well as develop the animations for the LED screens that would act as backdrops.
The artists were all shot on green screen in the various locations and the shoots took the form of question and answer sessions. All of the footage was shot digitally which allowed for long un-interrupted takes and the ability to capture more candid material, but made the technical keying work more challenging.
Once the offline was completed Time Based Arts was tasked with bringing it all together. There was a large amount of technical work to undertake in keying every frame after which we developed the look of the screens, the environment and added lighting effects. Steve Qua worked alongside on the LED screen animations and there was a good amount of passing material back and forward to find what worked best in regards to each shot’s composition.
Due to the last shoot taking place in early December and the complex approval process from all of the stars management, there was a lot of pressure on the post production. The online was turned around in the ten days including the production of the animated end frame and a further ten regional variations to the commercial.
The clients at Capital FM were so happy with the results they have since commissioned a 60 second cinema print to play nationally.
Directors: Steve Qua, Russell Thomas
Prod Company: Kream
Prod Co. Producer: Dolly Course/ Bruce Meier
Agency: Karmarama
Creatives: Simon Connor/ Steve Cross
DOP: Simon Hawken
Editor: Matt Kitchin
Music and sound design: Will Cohen
Time Based Arts
Flame: James Allen, Matt Wilmshurst, David Birkill
Flame Assist: Mike Aveling
3D: Jess Gorick