QuietMan Sails Away with Claritin
QuietMan recently geared up for Spring -and the requisite pollen that comes along with it- with a vivid Claritin spot via EuroRSCG.
The studio’s efforts focused on refreshing Claritin’s classic “peel” - an effect in which the screen appears to lift in order to reveal a reinvigorated scene underneath. As the spot transitions from a woman grateful for Claritin while she visits the botanical gardens to a man proudly hoisting his medicine on a motorcycle ride through the verdant country to similar scenes, this wrap effect repeats itself, whisking each character away to make room for the next.
“The Claritin peel effect has achieved iconic status in the advertising world, and we wanted to honor its spirit while helping it evolve,” noted QuietMan Founder and CD Johnnie Semerad. “What we came up with was an effect that was flexible enough to use with any shot from any angle for years to come.”
Once they got ahold of the footage, QuietMan color corrected it and did final compositions before sending it to the 3D group to create the peel effect. “We created the transitions between the people using cloth simulation in XSI,” explained QuietMan 3D Artist Alex George. “We then comped them together and sent them to Flame. And, presto: a screen that seemed to fly away like a magic carpet.”
Credits:
Client: Merck
Spot Title: Power Peel
Air Date: March 2012
Agency: Euro RSCG NY/Tonic
Chief Creative Officers: Phil Silvestri and Rich Roth
AD: Rocky Pina
Copy: Sam Higgins
Head of Production: Joe Guyt
Producer: Miriam Herzfeld
Prod Co: Lankford Films
Director(s): Gary Lankford
DP: Kevin McKnight
EP(s): Lainie Harris
Producer(s): Nancy Marks
Editorial Co: Berwyn Edit
VFX Artist: Johnnie Semerad, Nic Seressin
Executive Producer: Carey Gattyan
Producer: Jess Pierik
Motion and Graphic Design: Anthony Ferrara
3D Artist: Alex George
Shoot Location: Los Angeles, California
