PETA 98 Percent Human
PETA (People for Ethical Treatment of Animals) is running “98% Human”, a commercial representing the campaign to stop primates being used within the entertainment industries as actors. The commercial uses computer graphics to depict a photo-real and life-like chimpanzee, encouraging viewers to take part in “The Great Ape Pledge” at www.greatapepledge.org.
Animation director Angus Kneale at Mill+ describes some of the work behind the scenes.
“This was one of the most exciting and challenging projects I’ve ever worked on. Crafting PETA “98% Human” was more than about creating a totally believable, photo-real CG Chimp. It was about establishing an emotional connection and empathy with the audience. In the past we would have used motion capture and mapped a human actor’s performance directly onto the CG character but we wanted to approach this project in a different way, so we decided to rely on the skill of our animators for the final chimp performances, only using an actor for previs. We pushed computer graphics imagery to a new level creating bespoke technology in muscle and skin simulation, higher than any other project or film to date. We achieved this by developing new techniques from simulated bloodstreams, skin tension and even individual pores at the base of every hair on the chimpanzee, all with the aim to create a creature that is practically indistinguishable from his flesh and blood counterpart”.
The Human campaign was developed at BBDO New York by chief creative officer David Lubars, executive creative director Toygar Bazarkaya, associate creative director/copywriter Alessandro Fruscella, associate creative director/art director Daniel Aykurt, account director Ben Griffiths, account executive Alfredo Lang, group executive producer Brian Mitchell, senior producer Tara Leinwohl, director of music production Rani Vaz.
Design and animation were produced at Mill+ by animation director Angus Kneale, producer Nic Barnes, head of content Ian Bearce and line producer Richard Schwab.
Editor was Max Koepke at Lost Planet with assistant editor Alessandra Lacorazzo, producer Lisa Barnable and executive producer Krystn Wagenberg.
Visual effects were produced at The Mill by creative director Angus Kneale, VFX supervisor Vince Baertsoen, head of production Sean Costelloe, producer Colin Blaney, 2D lead artist Kyle Cody, 3D lead artist Vince Baertsoen, 3D artists Tom Bardwell, Alex Allain, Paul Liaw, Peter Agg, Jimmy Gass, Kevin Ives, Henning Koczy, Dave Barosin, Olivier Varteressian and Navdeep Singh, and colorist Fergus McCall.