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Framestore
NY have announced the completion of "Poetry," a
:30 spot for GMC's new Envoy Denali via agency Carol H. Williams.
"Poetry" features the urban poetic stylings of underground
hip hop artist Mos Def. "Poetry" develops around the visual
idea of materializing fantasies.
"Poetry" begins with the viewer peering through a metallic
honeycomb through which a figure stands beyond. The camera
zooms through the center hole only to be immersed in darkness.
The only light source highlights a black suited Mos Def. As
Mos Def raps about the aesthetic and representational qualities
of the new Denali, various parts of the car surface from the
darkness and catch the light. The pieces assemble into a sleek
black SUV. Following a shot of the leather clad interior,
the viewer is then moved around the side of the car and finally
to the front where the metallic honeycomb is revealed to be
the Envoy’s grill.
The spot ends with the viewer being pulled back out of the
opening. The word "Denali" quickly appears and fades into
the blackness, succeeded by the emergence of the GMC logo.
Below it reads "We Are Professional Grade."
"Mos Def conceptualizes the Denali in his imagination and
presides over the car as it comes together in a subtle and
ambiguous way," said David Hulin, CG Supervisor, Framestore
NY. "We wanted to mirror his fantasy by building a car so
real looking no one would think it was a visual effect."
The
fanciful themes of the commercial extend to the SUV itself.
The parts showcased throughout the commercial were all created
in CG. The technical process required modeling all the individual
parts of the SUV and designing realistic surface shading to
acquire the sleek and sophisticated look of the SUV.
"GMC
provided us with CAD data that we used as a guide when we
remodeled the car," Hulin said. "The reason for this is that
we wanted the CG model to be an absolute replica of the real
thing. When you’re working with a reflective surface
if there is the slightest flaw you can immediately pick it
out."
The challenge was ensuring the car looked and moved realistically.
To meet the client’s expectations, artists constructed
a flattering lighting environment for the Denali that would
complement that which was used on Mos Def. High dynamic range
imaging (HDRI) was used to light the car - giving a greater
level of control during compositing (which was supervised
by Framestore NY’s Murray Butler).
Technology used on "Poetry" includes Maya, Mental Ray, Shake
and Flame.
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