The Boy and the Piano|微电影|广告营销案例【ADGuider广告指南】

男孩和钢琴

案例简介：写一个关于电影中发生的事情的简短总结对于圣诞节2018，约翰 · 刘易斯 (John Lewis & Partners) 讲述了一些礼物不仅仅是礼物的故事。特别是一份礼物是如何激发、改变和影响一个小男孩的生活进程的。那个小男孩恰好是埃尔顿 · 约翰。这则广告在今天开始，有一张音乐家坐在他的钢琴前弹奏标志性的 “你的歌” 的开场白的照片，然后回到过去，描绘他迅速崛起的明星地位。。最终，我们向我们展示了他的才华的起源: 他的母亲和祖母送给他的圣诞节钢琴。陪审团的文化/背景信息在节日前夕，圣诞节广告之战在英国是一种现象。作为广受认可的卫冕冠军，围绕约翰 · 刘易斯的报价总是有一种明显的兴奋和大量的猜测。超级巨星埃尔顿 · 约翰主演的一个令人心动的故事，加上一些令人难以置信的VFX魔法，2018也不例外… 告诉陪审团有关视觉效果的信息，并总结任何相关的挑战或技术。几乎每个镜头都包含VFX作品。埃尔顿 · 约翰 (Elton John) 的特写镜头几乎完全替换了脸部CG，并且每个镜头 (甚至是宽镜头) 都可以通过操纵来校正比例。音乐会人群或体育场的每个镜头都有完整的CGI环境; 甚至从一个场景到另一个场景的过渡也必须在不同的位置和时间从几次拍摄中构建，每个都同步到音乐，使其尽可能流畅。创建逼真的人脸是CG面临的最大挑战之一，其失败的风险是观看者无法连接并感觉到错误。每次拍摄都进行了广泛的工作和细节，以使光线在远处看起来正确，即使是最小的皮肤倒出细节也需要在那里。

男孩和钢琴

案例简介：Write a short summary of what happens in the film For Christmas 2018, John Lewis & Partners tell the story of how some gifts can be more than just a gift. And how one gift, in particular, inspired, changed and influenced the course of a little boy's life. That little boy just happens to be Elton John. The advert opens in the present day with a shot of the musician sat at his piano playing the opening notes of the iconic “Your Song” before going back in time to chart his meteoric rise to stardom. Eventually, we are shown the origin of his talents: a piano gifted to him for Christmas by his mother and grandmother. Cultural/Context information for the jury In the run-up to the festive period, the battle of the Christmas adverts is something of a phenomenon in the UK. As the widely recognized reigning champions, there is always a palpable excitement and a huge amount of speculation around John Lewis’ offering. With a heartwarming tale starring superstar Elton John, plus some incredible VFX magic, 2018 was no exception… Tell the jury about the visual effects and summarise any relevant challenges or techniques. Almost every shot included VFX work. The close-up shots of Elton John had near full CG replacements of the face, and every shot (even the wide shots) had manipulation to correct the proportions. Every shot of a concert crowd or stadium had full CGI environments; even the transitions from one scene to another had to be constructed from several takes at different locations and times, each synced to the music to be as smooth as possible. Creating a photo-realistic human face is one of the greatest challenges in CG, with the risk of falling short being that the viewer is unable to connect and sense something is wrong. Extensive work and detail went into every shot to get the light to look right at a distance, even the smallest details of skin pours needed to be there.