Friday, October 17, 2008

Prime Focus' VFX adds zing to Bisleri TVC

Gone are the days of bottled mineral water. With new entrants banking on the 'Himalayan origin' factor, Bisleri has released its latest 40-seconder that positions the brand as mountain water, courtesy Prime Focus, Ambience Advertising and White Light Motion Picture. The ad escaped the normal routine of storyboard-to-post production and was treated more like a piece of art. The director's vision filled in the gaps. Reading straight out of the duo's brief to Prime Focus: "Treat water like the elixir of life. The ad must go through the stages of birth, assimilation, generation, celebration and return to source. Use graphics as a connect between traditional beliefs and today's newer value system".Only the water body by the mountain and the droplets are CG, rest of the water movements were shot and further enhanced. Prime Focus Senior Manager (Business Development), Kunaal Saigal added, "A lot of experimentation went into making this commercial as the script was open ended. There were days when we thought we have wrapped it up, but the very next day we would go back thinking no, let's add something to it."The important dance and gushing water sequences were shot at high frame rates 500 or 1000 fps. "We now have a huge library of shots of water," added Jayant, "as water in every form, droplets, bubbles, flowing was either used as the main focus or in the background."

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