Super Bowl 2018



MPC has impressive showing at Super Bowl LII

MPC had a great run at the Super Bowl this year, with many amazing spots aired during the game, including Diet Coke’s quirky ad for their recent rebrand, Sprint’s futuristic spot featuring an AI robot and an inspiring spot for Toyota’s ‘Start your Impossible’ campaign featuring Paralympian Lauren Woolstencroft.

Diet Coke, Groove

Diet Coke’s latest “Because I Can” spot by Anomaly, aired during the Super Bowl on Sunday, in what is their first spot in the game in 21 years.  ‘Groove’ is directed by the talented Paul Feig, with VFX by MPC and color by MPC’s Mark Gethin. It deviates from using the usual big-name celebrities and features up-and-coming actress Haley Magnus, who dances around and enjoys a Diet Coke, just “because I can”.

The brand has recently unveiled a new look; it’s first rebrand in 35 years. It has slimmed down its can, refreshed its logo and added some new flavors to the mix, including “twisted mango” and “feisty cherry”.

Claus Hansen, MPC’s creative director for the spot, emphasizes the importance of making the new branding really pop, saying: “one of our main priorities was to perfect the product, making it look appealing without actually showing what’s inside. It was all about beautifying the can.”

Sprint, Evelyn

MPC partners with MJZ’s Nick Ball on “Evelyn”, a funny, futuristic-style ad from Droga5 for Sprint, which aired during the Super Bowl.  The spot features a technologically advanced AI robot called Evelyn and is set in a high-tech laboratory experiment, during which she and the other robots poke fun at the lab doctor for not choosing Sprint as their service provider.

A lot of VFX work was done to make Evelyn life-like, including adding eye blinks and realistic human expressions to her face, so she was truly brought to life by MPC.

Warren Paleos, VFX Supervisor, said: "The team at Droga5 is always an absolute pleasure to work with. From the first call with Nick Ball the director I knew this was going to be an epic commercial. All of the teams made the process as smooth as I could hope for. I've never been more proud of a job I've worked on."

Toyota, Mobility for All

Toyota aired a spot during the Super Bowl called ‘Mobility for All’ - a 30-second version of the original ad that kicked off their Olympics and Paralympics sponsorship back in October.

The spot from Saatchi & Saatchi, directed by John Hillcoat with color by MPC’s Mark Gethin, features people aged between 1 - 100 in all different physical conditions taking part in various sport activities and combines them with Toyota’s incredible mobility technologies such as a the mobility chair and the ‘human support robot’.

Toyota, Good Odds

Toyota’s ‘Good Odds’ spot from Saatchi & Saatchi also aired for the first time during the Super Bowl, as part of the build up to Paralympics.

The inspirational spot, directed by Somesuch’s sought-after Aoife McCardle with VFX by MPC and color by Mark Gethin and George K, was created to build up excitement about the Paralympics in February.

It is part of the ‘Start your Impossible’ campaign; a global initiative that aims to create a more inclusive society where everyone can challenge their own impossible.  The film features Paralympic Winter Games’ ‘Golden Girl’ Lauren Woolstencroft and her incredible story of how she overcame huge odds to become one of the best skiers in the world, winning eight gold medals at the Paralympics.

An epic journey, captured beautifully.

Squarespace, 'Squarespace X Keanu'

Mikros-MPC partners with Jonathan Glazer and Squarespace on “Squarespace x Keanu” starring Keanu Reeves  Continuing with its tradition of delivering witty Super Bowl ads, the spot, directed by Jonathan Glazer, features the actor ‘surfing’ on his motorbike at 100mph.

Mikros-MPC VFX Supervisor Stéphane Allender says, “The piece has a strong, simple visual identity and that really resonated with us. We had some big technical challenges to overcome; it's always satisfying to help the director translate his vision to screen. I feel incredibly proud when we do that successfully.”

VFX work included removing the camera truck and the rig that Keanu and his bike were attached to, background replacements, CG birds and smoke.

Rochester Regional Health, Next is Now

MPC Creative’s Andrei Juradowitch helms a poetic, emotional campaign for Rochester Regional Health, premiering locally during the Super Bowl 2018.   Looking to tell a story of humanity, texture and emotion that rings true, Juradowitch shot at Rochester’s state of the art facilities, and featured actual heroes - doctors, nurses and surgeons - as they went about their tasks of saving lives.

Capturing intimate portraits of patients and combining them with elegant, sophisticated imagery and graphics that show the technological breakthroughs and pioneering equipment of RRH, the campaign ‘Next is Now’ brings a human touch and optimistic vision.

Credits

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Diet Coke

Agency

Anomaly

Production Company

RSA Films

Director

Paul Feig

VFX

MPC

VFX Supervisor

Rob Hodgson

Lead Artist

Claus Hansen

Artists

Noah Caddis, Rob Ufer

Finishing Producer

Susie Cobb, Karena Ajamian

Executive Producer

Rober Owens

Color

MPC

Colorist

Mark Gethin

Color Producer

Rebecca Boorsma

Sprint

Agency

Droga5

Executive Producer

Dave Stephenson

Producer

Katie Harris

Production Company

MJZ

Director

Nick Ball

Executive Producer

Emma Wilcockson

Line Producer

Karen Chen

VFX

MPC

Executive Producer

Jesse Kurnit

Senior Producer

Elizabeth Thuvanuti

Creative Director

Alvin Cruz

VFX Supervisor/ 2D Lead

Warren Paleos

2D Team

Matt Tremaglio, Tobey Lindback, Ruairi Twohig, Mazyar Sharifian, Jeric Pimentel, David Anger, Giulia Bartra, John Shafto, Lawrence Merrill, Tyler Robinson, Anthony Ricciardi, Michael Ricca

Color

MPC

Colorist

Adrian Seery

Color Assistants

Daniel Silverman, Seth Weinman

Executive Producer, Color

Ed Koenig

Producer, Color

Jenna Gabriel

Squarespace

Client/ Agency

Squarespace

Chief Creative Officer

David Lee

Creative Director of Brand

Josh Webman

Creative Producer

Nadia Lachance

Production Company

Reset / Academy Films

Director

Jonathan Glazer

DOP

Chris Soos

Executive Producer, Reset

Deannie O'Neil, Jen Beitler

Executive Producer, Academy Films

Simon Cooper

Producers

Aristide McGarry, Bugs Hartley

Edit

The Quarry

Editor

Paul Watts

VFX

MPC

VFX Supervisor

Stephane Allender

VFX Producer

Xavier Questel

VFX Team

Adam Tinning, Harry Jarman, Guillaume Dadaglio

Color

MPC

Colorist

John Claude

Color Producer

Ellora Chowdhury

Toyota, Mobility for All

Agency

Saatchi & Saatchi

Production Company

Blank Films

Director

John Hillcoat

Colorists, MPC

Mark Gethin

Toyota, Good Odds

Agency

Saatchi & Saatchi

Executive Creative Director

Fabio Costa

Creative Director

Mark Carolan

Producer

Stephanie Dziczek

Art Director

John Kritch

Copy Writer

Nick Cade

Production Company

Somesuch

Director

Aoife McArdle

Production Executive Producer

Nicky Barnes

Producer

Bridgitte Pugh

Director of Photography

Adam Arkapaw

Editorial Producers

Barbra Healy, Sarita d’Avignon

Editors

Crispin Struthers

Color

MPC

Colorist

Mark Gethin, George K

Color Producer

Rebecca Boorsma

VFX

MPC

Creative Director

Michael Gregory

VFX Supervisors/ Lead Compositor

Jim Spratling

Executive Producer

Elexis Stearn

Producer

Jamie Loudon

Compositors

Gustavo Bellon, David Ince, Ginesh Ghandi, Mithun J Alex, Stalin Balan, Vinoth Kumar

Matte Painters

Sue Jang, Gowri Shankar, Srinivas Achary

CG Artists

Matt Maude, Rodrigo Carrasco, Vaibhav Gupta, Ajai V John, Jyoti Prakash Panda, Elangovan Ganeshan

Rochester Regional Hospital

Production Company

MPC Creative

Director

Andrei Juradowitch

Executive Producer

Dan Sormani

Head of Production

Ryan Creighton

Producer

Colin Lewis

Director of Photography

Jeffrey Kim

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