Winners   |   Shortlisted

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Ireland only Categories
Irish Film Craft - TV/Online or Cinema
Best Use of Post Production/Visual Effects

Gold Winner

Entrant: Boys and Girls

Name of brand being promoted: Three Ireland

Title of entry: All It Takes

Name of company entering the work: Boys and Girls

Name of product being promoted: Ireland Rugby Team sponsorship

Country of entrant company: Ireland

Agency Network: Independent

Clients name: Elaine Carey & Aislinn O'Connor

Creative Director: Rory Hamilton

Art Director: Laurence O'Byrne

Copywriter: Kris Clarkin

Account Director: Pat Stephenson

Account Manager: Gemma Sherlock & Sinead O'Moore

Agency Producer: Derek Doyle

Production Company: RSA

Director: Brett Foraker

Production Company Producer: Scott Horan

Post Production Company: Electric Theatre Collective

DOP: Daniel Landin

Editor: Adam Rudd

Camera Operator: Daniel Landin

Sound Studio: Mutiny

Sound Engineer: Will Farrell

Graphics: Electric Theatre Collective

Visual Effects: Electric Theatre Collective

Animation: Electric Theatre Collective

Music: Gavin Little - Echolab

Sound Design: Gavin Little - Echolab

Other: Head of Art: John Kilkenny Account Planner: Patrick Meade Strategic Planner: Chloe Murphy Rationale: This 6 Nations campaign, the first for Three’s sponsorship of the Irish Rugby team, explores all it takes to play for Ireland, delving into the physical and psychological obstacles the players must overcome to be the best. The stirring voice of Ireland Head Coach Joe Schmidt grounds the piece in reality, which gave us licence to create something visually intriguing but also, felt true. ‘Destroying your opponent’, ‘getting butterflies’ and ‘feeling the burn’ are all familiar phrases in sport, so our challenge was to bring these idioms to life in a new and unique manner. However, it’s one thing to write ‘Johnny Sexton bursts into butterflies’, it’s a whole other thing to make that happen. We worked closely with Director Brett Foraker and post-house Electric Theatre Collective to ensure each player’s visual effect felt ‘real’ and would capture Irish rugby fan’s attention. The Rhino was built from scratch with a rig to simulate muscle and skin movement. This gave the animal a real life feeling of weight and mass. The challenge for the explosion was to create a dramatic yet beautiful effect that was symbolic of how O’Connell mentally and physically destroys his opponents. The butterfly sequence had to strike a tricky balance between violence and beauty. The break up required ferociousness, while the butterflies themselves needed to retain their natural delicateness. Three different CG simulations were expertly combined and composited to achieve this effect. Close attention was also paid to the colour of the butterflies so they took on the individual tones of skin, jersey, shorts and ball. The stadium behind O’Connell was built entirely in CG with and mixture of digital and real lens flares, We gave real consideration to the amount of stadium architecture that was visible; just enough to feel it with out showing too much, as this would take away from the action. The overall result was a stunningly complex visual effects piece that most importantly supported rather than detracted from the core message – all it takes to play for Ireland is…everything.