The Drum Awards for Marketing - Extended Deadline

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Date: Jul 2018
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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