Integrated / Pretty Polly ‘Jessie J’

We worked closely with Jolly on set at the shoot, to ensure the necessary shots were captured to be integrated with the CGI environment. The attention to detail and involvement of the studio even at this first stage in the production was essential in ensuring the combination into 3D and motion was successful. Head of Retouch, Josh Rogers, says “Knowing the print ads were to be adapted for animation meant ensuring we had sufficient parallax to accommodate the camera moves. Our key consideration when building the city background was ensuring we had enough 'reveal' on our sky and building elements, so that as the camera moved down the street all the buildings had subtle realistic parallax within our comic book world.”

This campaign is another strong example of the use of limited assets to produce a holistic campaign across still and moving image. With rapid developments in advertising technology, such as the use of digital billboards and the rising number of digital magazines for portable devices, this elegant and cost-effective solution is at the height of demand.