ING – Be The Lion

ING Australia is urging customers to channel their inner lion spirit and ‘Be the Lion’, as part of a broad…
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ING "Be The Lion"
Case Study

ING Australia is urging customers to channel their inner lion spirit and ‘Be the Lion’, as part of a broad brand evolution across multiple campaign executions, developed by Ogilvy, with Post Production at The Mill.

Inspired by Australians taking more control of their finances, the new brand platform highlights the confidence and empowerment that comes with being an ING customer. The talent VFX teams at The Mill brought the ING lion spirit to life in the form of a mane seen on customers throughout different iterations on TV, OOH, Digital Display and PR, and marks a move from ING’s previous brand position of ‘By Your Side’.

In order to design and build a CG lion's mane for our leading lady, our teams dove into months of R&D before heading to the shoot and working to meticulously collect on-set data.

Post shoot, the camera tracking, roto animation, and cleanup teams quickly prepared the plates for Animation, FX, Lighting and Compositing. The standout scene featured the mane interacting with a phone handset, carefully choreographed and carried out using a bright green glove on set. This was later removed in post, allowing for seamless CG rendering.

The project was a blast, thanks to the talented team and a fun concept!

Credits
Credits

Client: ING
Danielle Hamilton – Head of brand, marketing and stakeholder relations
Lily Lange – Head of Brand
Helena McCarthy – Brand Manager

Agency: Ogilvy
Client Lead – Sally Borda
Group Account Director – Tom Warren
Account Manager – Connie Platania
Chief Creative Officer – Toby Talbot
Executive Creative Director – Clarke Edwards
Creative Director – Carl Robertson
Creative Director – Blake Arthur
Senior Art Director – Seyda Yilmaz
Senior Copywriter – Bianka Krook
Strategy Director – Magdalena Tomislav
Senior Strategist – Annie Lim

Hogarth
Senior Agency Producer – Cassie Floriano
Senior Producer – Paul Baron

Production Company: FINCH
Director: Alyssa Mclelland
Producer: Cath Anderson
Executive Producer: Nick Simkins
Managing Director: Corey Esse
DOP: Germain McMicking
Editor: Elisse Butt @ ARC Edit
Malaysian Service Co: Directors Think Tank
Malaysian Line Producer: Pete Singh

VFX: The Mill London
Senior Producer: Larisa Covaciu
VFX Supervisor: Lester Brown
3D Lead: Margaux Huneau
Comp Lead: Mithun Jacob Alex
VFX Shoot Supervisors: Lester Brown, Ivor Griffin
Anim Lead: David Bryan
FX Lead: Luke Dadley
Groom: Margaux Huneau, Jean Grandgirard,
Rigging: Andreas Graichen
Animation: David Bryan, Clementine Supiot
FX: Luke Dadley, Alican Gorgec, Florent Sanglard
Texturing: Guru Mande
L&R: Katie Bates, Jack Enever, Damien Figueiredo, Tanjia Ljubimtseva
2D Comp: Mithun Jacob Alex, Henry N’Guetta, Ankit Mishra, Davide Metti, Jane Williams, Muhaddissa Hash
Retoucher: Ross Urien
Online: Dan Lorenzini, Owen Maiden, Matt McDonalds
Colourist: Philip Hambi
Colour Producer: Dan Hills
Colour Assists: Caitlin Donaldson, Kennedy Dawson, Rory Leighton

VFX: The Mill Bangalore
Associate Producer: Archana Venkatachalam
Production Coordinator: Srinivas Bandi
Asset Supervisor: Dakoju Shashi Kumar
Assets Lead: Shravan Srikanth
Asset Artists: Jayan Munusamy, Sanju Sankar, Tom George, Vishal Vijay Patil
Rigging Lead: Garlapati Yeswanth
Rigging Artists: Akshay N Shetty, Ravirala Ram Mohan
Roto Supervisor: Kunal Bendke
Roto Lead: Kiran Jondhale
Roto Artist: Abhay Singh Chauhan, Abhishek Yadav, Akhil Gupta, Arulraj Giriraj, Jaydeep Rajendra Jadhav, Jegadeesan Velayutham, Karthikeyan K, Kavarakuntla Vishnu Prasad, Kishore R, Maniraj G, Ramachandran Kannappan, Satyavan Vasant Jadhav, Shanu Soni, Shivani Kumari, Shubham Mokashi, Sriram Parameshwaran, Tanmay Bera, Vishvajeet Kocharekar
Cleanup Supervisor: Sugumar S
Cleanup Lead: Rajendra Sunil Bhosle
Cleanup Artists: Amit Karnik, Bairi Rakesh, Bruno Roosewelt L, Chanda Kumari, Dhundappa Kallappa Pattan, Dundi Sudhakar Reddy, Mohit Pal, Naman Sahay Saxena, Nilesh Patil, Nishith T, Prabhakar Singh, Prashant Kamble, Sailen Khanra, Selvakumar Somasundaram, Shailesh Madhav, Sukhwinder Singh, Vijay Mishra, Abdul labeeb K, Aditya Kumar, Ashique T
Tracking Supervisor: Elangovan Ganeshan
Tracking Lead: Nikhil Kadam
Tracking Artists: Abhinav Sharma, Abhishek Popat Pise, Asif Mohammad, Chetan Balasaheb Kadam, Kishor Shivaji Apune, Mansi Kodikal, Rais Pinjari, Suman Sahu, Sushant Lavhande, Swapnil Madhukar Chavan, Vishal Shirsat, Yogesh Khot
Scheduling: Annappa Ananda Shetty, Sanjana Shetty

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