Project Case Study: Coolr x Lidl
A few months back we were approached by our friends at Coolr to work with them on a project for an upcoming social media campaign they were putting together for Lidl, the popular European supermarket chain.
The brief was to create a CG Lidl-branded hot-air balloon, carrying a Lidl shopping basket.
This then needed to be added to a series of live-action plates showcasing landmarks across the North of England.
As always when tracking an object into a live-action scene, there were a number of factors to consider when it came to shot choice: depth, lighting, sharpness of detail, as well as opportunities to highlight scale. Through scouring stock-footage sites, we were able to advise our client on which shots would work best.
The next step was modelling the balloon in 3D. Fortunately, we had plenty of real-world reference to work with and the client provided the design to add to the balloon's texture. The greatest challenge was actually UV-unwrapping the model in such a way that the 2D texture wasn't warped or distorted, subsequently affecting the branding.
Once the 3D model was approved, we began tracking the footage and animating the balloon into the shots.
Animation was actually the simplest task, as the balloon's movement was largely driven by noise modifiers to create a random wind-carried feel. We also added a simple softbody-simulation to the balloon itself to replicate ripples that would be generated by the heat source. This is barely perceptible in the finished product but we love to add these small details that ultimately work together to elevate the final result.
Then came the final steps of lighting, rendering and compositing.
Matching lighting is always more of a challenge when you're adding CG to stock footage and haven't been able to collect the necessary data or information whilst shooting. It really just comes down to eyeballing it as best you can. We used HDRI's where the tone and lighting was a close match to the footage and ensured that the sun's placement in the 3D scene felt accurate.
In some cases, we rebuilt some of the landscape to act as a shadow catcher. The key to adding artificial shadows is matching the black levels. Always, always, always match your black-levels to other shadows in the scene!
We love these kinds of VFX shots; adding something surreal to a live-action plate adds a fun surprise-factor that often really lends itself to social media content with the potential for virality.
If you've got an idea for a VFX shot that could help your brand or business' online presence and want to see how we can help, reach out to us for a chat at: work@glasspuppet.com