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10/07/2002

Framestore CFC bring 'volcanicity' to Volvic ad

Framestore CFC have revealed their contribution to the new Volvic advertisement which sees the 'caveman-versus-dinosaur' scenario played out over a bottle of a Volvic water.
The Volvic 'Jog' ad - a 30-second TV spot - involves Pterodactyls, volcanoes belching fire, and a scruffy caveman who chucks a rock at a sleeping Tyrannosaurus Rex. In the ad, the caveman grabs his bottle of Volvic and sets off, with the enraged dinosaur in hot pursuit. Eventually, he leaps across a river and turns to find the T Rex collapsed exhausted and, as he pauses for a swig of Volvic, he hits three more dozing dinosaurs, who pursue the caveman behind the packet shot which closes the spot, along with the slogan 'Volvic - fills you with volcanicity'.
'Jog' was created by agency WCRS and directed by Who? for Great Guns. Attending the shoot for Framestore CFC were 3D Supervisor Andrew Daffy and Inferno Operator Stephane Allender.
'Jog' was shot in the hills near Cape Town and was finished in just two days. This meant that, although the Framestore CFC team theoretically had the 2nd Unit Camera at their disposal, in practice there needed to be some give and take in order to give Liam Kan and Grant Hodgson, the directors, what they needed.
The dinosaur was created by Framestore CFC's CGI commercials team and project supervisor Andrew Daffy had eight weeks of post time to finesse the extra detail. It also gave Stephane Allender time to perfect his Inferno work - which included sky replacements, four matte paintings, all the volcanoes and smoke, the digital flies that buzz around and many other details which bring authenticity to the prehistoric action.
Framestore CFC, www.framestore-cfc.com
(GMcG)
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