Discovery and Crest: advert-top-1 by 2C Creative
- Location:
What do you get when you cross a leading oral health brand with the biggest TV event of the summer? For Crest and Discovery Channel, the answer is one rather unusual trip to the dentist, Shark Week style. In this new brand integration courtesy of long-time collaborating agency 2C Creative, a great white shark gets a seat in the dentist’s chair for a CG-fueled teeth cleaning.
2C was tapped by Discovery to give life to a concept written and conceived by Michael Eisenbaum, vice president, branded entertainment at Discovery Channel and Science Channel. The idea involved putting Shark Week and Crest together in a humorous, unique and attention grabbing custom vignette. From the beginning, a key consideration was what the shark would look like. With the project requiring such a high level of CG and real-life integration, it was hard to visualize the finished product, so everyone needed to trust the arduous process and watch it slowly come together.
The intensive, effects-driven effort involved carefully shooting the dentist office scenes using a shark stand-in wearing a green suit and shark helmet, providing reference for the hygienist giving the cleaning. The live-action shoot had to be sensitive to 2C’s render-intensive Cinema 4D for modeling, animating, texturing and lighting, as well as the roto and composite work that would happen later in post. The integration of the shark into the scene was a slow, deliberate process over a month involving some 40 hours of rendering for the final composited 10 shots.
Credits
Michael Eisenbaum - Vice President, Branded Entertainment at Discovery Channel and Science Channel - Discovery
Theresa Sun - Sr. Manager, Ad Sales Marketing - Discovery
Nettie Ferrara - Production Manager - Discovery
Andrew Littell - Director, Content Collective - Crest Agency
Chris Sloan - Chief Creative Officer - 2C Creative
Nikki Coloma - General Manager, Senior Director of Operations - 2C Creative
Brian Eloe - Live-Action Director/Creative Director - 2C Creative
Chris Volz - Senior Editor - 2C Creative
Luis Martinez - Design Director/ VFX Supervisor - 2C Creative
Bob Cobb - Executive Producer/Design - 2C Creative
Dmitri Zavyazkin - 3D Artist, Compositor & Color Correction - 2C Creative
Andy Fernandez - 3D Artist & Compositor - 2C Creative
Ashley Hartford - Technical Operations Manager - 2C Creative
Williams Naranjo - Assistant Editor - 2C Creative
Chuck Ozeas - Director of Photography - Collaborator
Chris Stoerchle - Line Producer - Collaborator
Greg Jackson - Art Director - Collaborator
Cesar Haliwa - Sound Design / Mix - Collaborator