Brief
The Mill/MPC joined forces with Ogilvy AU and director Tim Bullock at Scoundrel to bring to life ING Australia’s latest brand campaign, featuring a fully CG lion that symbolizes the brand and its people.
Approach
With VFX, CG and color grade by The Mill/MPC, the new brand direction and ‘do your thing’ positioning was led by a TVC which sees the lion from the ING logo come to life, and hang-out with ING customers (in CGI form) as they go about their everyday lives.
Impact
The campaign successfully articulates the bank’s approach to always be there, alongside its customers as they go about doing the things that matter most to them
Behind the Scenes
The cat is out of the bag
Animated characters and mascots are proving themselves to be rocket fuel for brands and their advertising campaigns. At The Mill/MPC, we reckon we know a thing or two about creating CG characters that have made advertising history. From award-winning ‘Monty the Penguin’ for John Lewis to Arm & Hammer’s funky felines, our VFX teams are the leaders in animating memorable characters that help brands get noticed in a crowded media space.
In this Behind the Moving Image edition, we’re looking back to when we developed another furry feline ‘Roary’ for ING Australia’s ‘Do your Thing’ campaign launched earlier this year. ING approached The Mill/MPC to bring to life their iconic logo as a fully CG adult lion, a companion for their customers and a symbol of their brand. Our VFX team talk about how they did it….
How did you begin crafting Roary?
Kiril Mirkov, VFX supervisor said: “The first and most important thing we had to consider was how would ING’s two-dimensional logo look like as a full-grown lion? After some research we managed to find a real-life reference of an adult, male lion that everyone was very happy with. We were then able to gather a lot of pictures and videos which helped us to analyse him and bring all his features to life.”
