Simple ideas shine through. They snowball, chain react, gather speed & punch. This commercial of riotous joy for Cadbury was born out of their fun-loving “Free the Joy” campaign.

Cadbury - 'Womb'

Simple ideas shine through. They snowball, chain react, gather speed & punch. This commercial of riotous joy for Cadbury was born out of their fun-loving “Free the Joy” campaign. But, as with the best ideas, simplicity in conception doesn’t necessarily mean simplicity in creation.

Directed by Velocity Film's Adrian De Sa Garces for Ogilvy & Mather South Africa, the key here is believability. It was a fine balance between luring you in with hyper-realistic 3D rendering of the foetuses, but avoiding jaws hitting the floor too hard when they start to sing.

We worked closely with Adrian throughout a pre-visualisation phase to establish the length of the shots, camera moves & narrative development, whilst simultaneously developing the highly sophisticated look and feel of the CG elements.

The first part to our brief was to create a hyper-real environment for our babies, to the point of being scientifically believable. With this achieved, it could then be softened by romanticising the scene with lighting, flares & focus.

Senior Glassworks CG Artist Matt Lowery led our team in creating a world you could feel immediate empathy for. Motion capture, from actual band members of The Soil, was used to get the babies looking alive & believable while doings things that no baby ever could. The team did some complex ICE work to solve the tricky sacks, cushion & fabricy bits (technical terms!) that the babies are in. Through mo-cap & animation, the interaction of the umbilical cord & womb helps creates a dynamic environment. This was also the first project that Glassworks has done using the Redshift renderer… it’s a marvel!

The final transition to our real-world Mum, rounds off the story beautifully. Simply put, this charming film picks you up, carries you along & has a good laugh with you along the way.

We challenge you to watch it & not be saddled with joy.

CREDITS

Advertising Agency
Ogilvy & Mather South Africa

Production Company
Velocity Films

Director
Adrian De Sa Garces

Producers
Alison Ellard And Karen Klopper

Executive Creative Director
Mariana O'kelly

Agency Producer
Juliet CurtisDoP
Werner Martiz

Editor (Live Action)
Saki Bergh

Editor (Motion Capture)
Phil Currie

Art director
Julie Bonnet

Glassworks team:

Senior 3d Artist / Lead 3d Artist
Matt Lowery

Senior 3d Artist / Lead 3d Artist
Vaclav Cizkovsky

Senior 3D artist
Dan Yargici

3D Artists
Darren Cullis
Omar Sarmiento Del Barrio
Dan Lane

Flame Lead
James Mac

Senior Colourist
Duncan Russell

Executive Producer
Abi Klimaszewska