ASIA-PACIFIC BROADCASTING

Championing the convergence shift in digital and TV, Adams Wells, executive producer at Engine, said the new Schick Epic Hydration fourth-dimension job the company recently completed was a great example of things to come in the world of advertising and cross-media promotion.
Engine is an Australia-based design and production facility that offers a range of digital services for the broadcast, film and TV industries.
For the integrated TV and digital campaign for the new Schick Hydro five-blade razor that Engine completed for marketing communications company JWT Sydney, Engine was tasked with integrating VFX into an Internet environment based on an existing concept JWT had developed.
Wells continued: “JWT Sydney gave us some pre-shot assets and storyboards so we could take the idea, adapt it and exe­cute it for the new campaign. We created the VFX per the boards, directed the talent, and created the text, ink and 3D boxes, which really made the overall space and ‘surprise’ effect. You really have to see it to get the full impact.”
Engine shot all the water seen on the piece on a Phantom camera at 500fps and from multiple angles. “We had to match the footage to props at exactly the right angles so the water could create a realistic ‘blast out’ effect against the screen and so the drips would look realistic. All of this was done using water and ink shot in a fish tank. We then had to carefully add ink onto text, cut stencils and then create a bleeding text effect, all the while using the original overseas ad for direction,” Wells explained.

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