Canon Digital Photography in Rodeo
Canon promoted its digital camera Dig!c technology here in Australia in April this year with “Rodeo”. The ad certainly caught my eye. I immediately wanted to know how they managed to film what appeared to be a rodeo in Lego World.
Could you imagine a world without detail? The DiG!C ad, filmed and produced in Australia, features a rodeo scene in which all the characters are flat and lifeless until a picture is taken. Then the picture is transformed into a world full of detail with rich colour, contrast and sharpness. As the camera pulls back further it is revealed the image has been captured on the LCD of a Canon IXUS 40 digital still camera.
Credits
Leo Burnett Australia are the advertising agency. Their site features the ad in shockwave form, for the eyes of employees, clients and potential clients. In their case study section Leo Burnett tell us that Canon, by focusing on ‘advanced simplicity’, has become number one in sales of Digital still cameras, digital SLR cameras, scanners and bubble jet printers. Creatives were creative director Glen Ryan, John Kane, Derek Green, Luke Crethar and Matt Smith. Agency Producer was Brenden Johnson. Keith Wagstaff was Director of Photography.
The rodeo commercial was directed by Gary Freedman and Jonathan Kneebone co-founders of The Glue Society, represented internationally through Radical Media. The Glue Society have the ad featured on their site in shockwave form. Production House Radical Media have the Rodeo ad in quicktime form at their site.
Post Production was done by The LaB, Sydney, who have kindly given us a whole page dedicated to the behind the scenes work, including a 3.684 quicktime version of the ad. Tina Braham was producer. Inferno Artist was Matthew Unwin. 3D Animators were Alex Goodwin (lead animator) and Kevin Blom (dust efx). Thomas Kaiser was matte painter.
The LaB’s page gives us the details on how they worked with the other teams to combine live footage, boxolated costumes, 3D animation and digital effects. A rainy day in the middle of the shoot affected the dusty feel of the film. Enter the dust efx and matte painter!
The resized sequence was cut together ending with a camera flash to the live action still. The live action still of the real people that appears at the end of the spot was shot in poor weather conditions and was therefore retouched by Thomas Kaiser our matte painter to appear sunny and adding a bull from the previous days shoot produced an excellent dusty rodeo moment.”
Editor for the Canon Dig!c Rodeo ad was freelancer Jack Hutchings who hosts the ad as a 3 mb quicktime video.
The Rodeo ad won a silver award on www.bestadsontv.com and is featured there in quicktime. ‘‘boards features the rodeo spot in quicktime in the screening room.
The music for the ad was composed specially by Hylton Mowday and performed on a ukelele. Hylton has moved to Australia from South Africa and is known for his music in Energiser Freeway, Konica Chopsticks, Hahn Light Beanbomb, Sony PS2 Dog’s Life and My Manifesto.
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(4.92 out of 5)
It’s a great ad. Any idea what the title and artist is for the music?
The music for the ad was composed by Hylton Mowday and performed on a ukelele. I’ve added some more detail in the post.
Is there more to the music on this ad? It is great. How can one get a copy of this recording?