January 5th, 2009
Every year Veikkaus is left with millions of euros in winnings that are never claimed. TBWA\PHS Art Director Mikko Torvinen contacted us with an idea for a campaign that would reflect the misery of unclaimed winnings from the perspective of the bills themselves. The money truly wants a good home if the winners would just go and claim their winnings.
Mikko wanted to underline the absurd situation even more by creating melodramatic pictures that would pay homage to classic films of the 1950's. We looked over a bunch of frames from films such as Hitchcock's Rear Window to find the right way to build the picture. Tuomas Korpi painted mood sketches to act as a basis for the 3D work and Turkka Kylliäinen and Jani Karvonen got to work on modeling the scenes.
Under the Bridge
Since the first picture "Under the Bridge" was produced in a schedule of one week, the modeling and compositing were done simultaneously all the way. Tuomas supervised the 3D work while deciding which approach - mainly 3D or painting - was best for each of the elements in the picture. "I ended up pulling a lot of matte painting tricks out of my bag for this one.", says Tuomas. "A great deal of the lighting and mood such as the soft glow of the fire and the drizzly weather were created by painting."
Behind the Window
The second picture of the series "Behind the Window" was much larger as a production and more time was used both in 3D modeling and retouch to create all the detail and materials. The mood painting served as a good basis for creating the house, but Tuomas also created a separate concept drawing to act as a guide for the modeling. "Me and Jani ended up creating a lot of stuff in the scene to carry on the feel of reality, depth and continuity introduced in the first picture.", says Turkka Kylliäinen. "Even the rain was done in 3D to further emphasize the space and perspective."
Special attention was also paid to bringing warmth into the picture. "The building needed to radiate life and light all around even if it's all coming from the inside.", says Tuomas. "The bills reflect the same cosy warmth they so badly long for, but it's just out of their reach. Our goal was maximizing misery while still preserving a hearty feel to the picture."
Credits
Client: VeikkausAgency: TBWA\PHS
Creatives: Mikko Torvinen, Erkko Mannila, Tommy Mäkinen
Art Buyer/Producer: Kirsi Pärni
Account Director: Teppo Juuvinmaa
Account Manager: Maija Nikkonen-Hilli