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The
action packed TVC has been created by Rediffusion
DY&R, along with production house Equinox
and the VFX were created by post-production
specialists Prime Focus.
The
story for the TVC revolves around people
from different parts of the world on a frantic
hunt for the book of Solomon.
They
travel through the desert and other treacherous
terrains, fighting all perils that confront
them as they fight each other. To everyone’s
utter disbelief, the book is found by a
little girl who manages to find the book
first by a simple Google search.
To
appreciate the creativity in the TVC, one
must understand the post production inputs
that have gone into its making. The commercial
has a strong story line, and is aptly complimented
with some stunning VFX, not visible to a
lay viewer.
Commenting
on the creative challenge posed by the Airtel
TVC, Prime Focus Visual effects and design
creative director Sabu Jose said, "The
Airtel advertisement required a lot of planning
to achieve the right visual effects. Our
primary task was to make every sequence
realistically seem. The final shot featuring
the Petra is a combination of still photographs
merged with live shots taken in the studio.
We then composited the high resolution pictures
of the Petra to quickly do modifications
like putting different high resolution pictures
to match perspective, check lighting and
do colour correction."
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