Strange Beast – Fly Robot Fly Ikea Commercial
I love it when a plan comes together – and in this case the creative stars were aligned when Mother, representing Ikea, approached Strange Beast and Daren Rabinovitch of Encyclopedia Pictura with a playful script showcasing Ikea’s new toy range. The spot follows a Robot who is taught how to fly by his Bat and Eagle friends. The characters are hand crafted costumes worn and puppeteered by actors, and the environments are a mixture of live action sets and detailed Matte Paintings.
It’s not often that something so obviously akin to fine art gets on our screens, especially in the form of a commercial – so, I’m really grateful that Mother and Ikea sponsored them to make something so beautiful. Technically it was a real mixed media affair – the characters are real people and shot in-camera (see making of film), mattes were painted in Photoshop, other elements made in Cinema 4D and they used Turbulence for the clouds. Other effects created in After Effects and compositied in Nuke.
Luckily for us there is MPC have made a making of film as well:
Credits: Ad agency: Mother London, Director: Daren Rabinovitch of Encyclopedia Pictura, Production: Strange Beast, Ghost Robot, Executive producers: Sam O’Keefe, Mark De Pace, Producer: Kitty Turley, Line producers: Hera King, Josh Hartsoe
Post production: MPC, VFX producer: Jakub Chilczuk, VFX leads, 3d/Motion Design: Tom Robinson, Steven Ross; 2d: Rod Norman, Colourist: Richard Fearon, Sound studio: 750mph, Editing: The Whitehouse, Editor: James Norris
Soundtrack: Rolls Bayce (Hudson Mohawke Remix) by Battles
There is also a very good write up on Fly Robot Fly at Creative Review