Case Study
Carbon
- Production Carbon
- Director Liam Chapple
- Executive Producer Gretchen Praeger
- Line Producer Emily Weinstein
- DP Bjorn Amundsen
- Design, VFX and Color Carbon
- Senior Producer Sue McNamara
- Head of Production Lauren DeFelice
- EP, Color Natalie Westerfield
- CG Supervisor Frank Grecco
- VFX Supervisor Blake Druery
- Lead Designer Ben Girdwood
- Colorists Julien Biard, Bree Brackett
- 2D Artist Jeff Butler
- CG Artist Sam Gierasimczuk, Shawn Astrom
- FX Bryan Gonzales
External
- Brand Dymatize
- Agency BarkleyOKRP
- Creative Director Geoff Hoskinson
- Producer Laura Johnson
- Associate Creative Directors Alexa Ryzinski, Dan Brettholle
- Editorial Company Whitehouse Post
- Editor Dan Zabinski
Bodybuidling and world-building combine in Carbon director Liam Chapple’s latest campaign for Dymatize.
“The amazing team over at BarkleyOKRP came to us with exactly the sort of boards I love,” explains Liam. “World building, talent focused, mixed media, sports. Such a sweet list of attributes to work with.”
“Dymatize, as a brand, has a cool yet approachable lifestyle tone of voice, and the creatives wanted to push that look a little. So, we settled on a more technical, higher contrast sort of place, which I loved.”
Styleframes, Boards & Particles R’n’D
Dymatize protein is the building block of an athlete’s muscles. So, our team set about highlighting the moment Dymatize is absorbed into each of our athlete’s bodies for faster gains.
On Set – Technocranes & 360 Rigs
“We used a Technocrane arm for most of the day,” explains Liam. “It was perfect for throwing the camera around and getting the dynamic movement we were looking for. Our DP Bjorn Amundsen also brought his Sony FX3 for quick cutaway shots to add texture and energy to the edit. It’s so light and nimble, you can swing it all over the place, without losing any image quality.”
Using a 360 camera rig, we made a 3D photoscan of each athlete and used the photogrammetry to create their digital doubles. Then came the really fun part, breaking apart and rebuilding their anatomy with millions of CG particles…
Finals
“We didn’t want it to look fake, so the athletes really did everything we showed them doing, aside from disintegrating, of course!” ends Liam. “They were incredibly strong and agile, and able to work out for multiple takes with really challenging movements and heavy weights – seeing this was humbling.”
“It was also exciting to help the creative team at BarkleyOKRP realize their vision. They really wanted to push things and gave us a lot of freedom to develop the visuals in a way the brand had not done previously.”
⬇️ Check out more work directed by Liam Chapple ⬇️
