Multiple award-winning studio uses fully GPU-accelerated, biased renderer Redshift to help create Cadbury “Womb.”
Glassworks, the multiple award-winning studio with offices in London, Barcelona and Amsterdam, used Redshift to help create “Womb” for Cadbury.
Billed as the world’s first fully GPU-accelerated, biased renderer, Redshift uses approximation and interpolation techniques to achieve noise-free results with relatively few samples, making it much faster than unbiased rendering.
Directed by Adrian De Sa Garces at Velocity Films for agency Ogilvy & Mather South Africa, “Womb” features three singing and dancing unborn babies performing The Soil’s “Joy (We Are Family)” while their mother eats a Cadbury Dairy Milk chocolate bar.
South African acapella group The Soil performed a special edit of the song specifically recorded for the commercial and their body movements and facial expressions were captured through motion caption suits and applied to the animated babies by Glassworks in the U.K.
“The integration into Softimage is excellent with support for many of the native shaders and render parameters, but what's even more impressive is the stability and fluidity of the render region which allows for rapid and easy iterations,” commented Alastair Hearsum, Glassworks’ Head of 3D. “It's very easy to arrive at a look quickly with Redshift; the impressive render speed allows us many more iterations in the development phase allowing us to really fine tune a look.”
Source: Redshift
Formerly Editor-in-Chief of Animation World Network, Jennifer Wolfe has worked in the Media & Entertainment industry as a writer and PR professional since 2003.
