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Joy Comes in Buckets for Martin’s Super Markets |
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One of Richmarc’s recent spots proved that some people really have their priorities straight. Richmarc ran with a clever concept from Martin's Super Markets that starred their delicious bucket of fried chicken as a precious member of the family, demanding tender loving care. Martin’s creative team capitalized on the media schedule, premiering the spot during the Super Bowl and targeting crazed football foodies by highlighting their already popular Deli Fried Chicken. The Chicago talent and the Indy crew had a blast during the two-night shoot in South Bend filled with sleep-deprived puns and slaphappy humor. How could you not, especially when the star of the night is a bucket of chicken in an infant's pumpkin seat?
“How’d You Do That”
The trick in this assignment was the “flying chicken” or in this case chicken pieces, which were to populate in the bucket at the end of the spot. The concept called for the bucket of chicken to "load" with a dozen pieces, spin and relocate in a high chair within the logo area. The client was insisting that it be “cheezy” at the same time. Joyce reassured the clients, “Don’t worry, if Rick were any cheezier he’d be Governor of Wisconsin.” Our test shoot quickly revealed that filling the bucket with chicken and having it look good was not possible short of CGI. The only way to have the chicken neatly placed was to do it by hand. So, we decided to simply reverse the action. This worked. The chicken pieces were placed and styled in the bucket after being strung together with fishing line. We began the shot with the bucket filled and styled with chicken, spun the bucket on a large turntable a couple of revolutions, stopped the bucket and then our chicken wranglers, James Beaver and Miki McCoy, lifted the chicken pieces out on what looked very much like a marionette rig, complete with all the strings. The test day, with Ross Woods from Scofield Editorial, went well and allowed enough rehearsal that when the shoot took place on set, the crew had it in just a couple of takes and were ahead of schedule. In post, Ross and Carl from Scofield used their string removal buttons to eliminate the fishing line. Next, Carl created a much faster spin and "blur" effect by duplicating and ramping up the live action spinning. He then flew the bucket back and executed a 3-point landing into the high-chair, which we had also shot on location. The compositing worked beautifully and the clients cheered when they saw the end result.
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