Turkish Airlines image

Turkish Airlines09/02/11

TJs latest campaign for Turkish Airlines, in sponsorship of Manchester United, has launched worldwide! The print campaign produced by TJ in collaboration with Alametifarika through production company DEPOfilm, Turkey, is running in conjunction with a 30 sec TV commercial. Featuring Man U football players Ryan Giggs, Edwin Van Der Sar, Anderson, Ji-Sung Park and Dimitar Berbatov, the ad used all facets of TJs creative services from photography, virtual CGI environments and retouch.

The main ad shows the players enjoying the in-flight entertainment of the Turkish Airlines first class cabin; Park on an interactive games console to the unconventional on-flight past-time of keepy-uppy by Anderson and Berbatov. Without a real plane to shoot, our expertise meant we could produce the striking plane image by combining CGI and photography.

The brief required the inside of the plane to be built entirely in CGI, with the players to be photographed and later integrated into the scene. Logistically, the inside of the plane would not have been easy to shoot. With such limited space, the process within the actual environment would have been time consuming and cost-prohibitive for the client. We also only had a short time allocation with each player. We therefore built a 3D environment in 3ds Max, referencing detailed blueprints of the interior of the plane provided by the client. In order to maintain continuity, we created the CGI scene setups before the shoot in Manchester, so that detailed camera, lens and scene measurements could be followed.

The final layouts demonstrate the level of photorealism that can be achieved in 3D, when the execution is finely controlled. Working alongside Lindsey J Hopkinson on set, a regular photographer for the studio who has a portfolio of sports star work under her belt. Our joint expertise was essential to plan and capture the necessary shots to be integrated with the CGI environment. There were key initiatives that ensured the shoot was successful.

The most crucial part was the day before the players actually came on set when we were able to have a pre-light shoot. With the CGI models as place-markers, we were able to set everything up to the exact measurements of the plane, ensuring that the POV (point of view), lenses and lighting were consistent throughout the shoot.

We also had an iPad working remotely on set to sync to the raw files as they were captured. This was not only helpful for the client as it allowed them to give instant image approval on set, but it also allowed us to show the players when they had to make slight adjustments to their position if needed. At one stage, Josh Rogers, creative lead on set over to Giggs and showed him a photo of him with the air hostess, and he said “I don’t look very happy with that meal!” which helped illustrate that he could smile more in the next shot. With such careful choreography, we were able to capture two poses for every player in less than forty minutes.

Being able to combine photographic portraits with a virtual CGI environment was crucial in achieving the realism required to meet the brief. Breaking through the smoke and mirrors that can be found in the 3D world, we try to be open and share details of how our images are constructed and have released a www.taylorjames.com/project/turkish-airlines/?thumb=2056&more=true

Once the CGI render passes were completed, our retouchers took on the task of integrating the images. It was important that we were aware of where the player’s body parts interacted with the interior of the airplane and in each instance created a variety of shadows to fully integrate them within the scene. The final stage was colour grading, it needed to look modern and friendly but ultimately realistic. Selective masks of each element within the cabin enabled us to fully control the colour, mood and focus.

Having handled the completed production, TJ had the flexibility to push the creative aspects and reach a top quality result whilst efficiently allocating resources. This campaign is a strong example of the key benefits an innovative and cross-disciplined creative production house can offer in bringing a concept to life.