In Sony's alternative world the humans are far more advanced than the robot population thanks to Sony's wonderful range of lifestyle technology. The spot follows one curious robot's transformation into flesh and blood.
The Sony 'Robot' 60sec commercial was directed by Kodak Gong's 'Young Director of the Year', Josh Baker of the Sydney Film Company and the designs for the robots were developed by FUEL concept artist Ben Kovar.
With up to 15 robots in any one shot FUEL developed a 'robot factory' pipeline that could accommodate modelling or animation changes quickly without affecting other parts of the CG process.
From previz to 3D lighting and animation to compositing integration, Sony 'Robot' demonstrates the broad talents of the entire FUEL commercial department to deliver ambitious and visionary projects.
Agency: Y & R Singapore
Agency Producer: Mark Summerville
Production Company: Sydney Film Co
Producer: Nicole Crozier
Director: Josh Baker
Editor: Drew Thompson (Guillotine)
VFX Supervisor: Simon Maddison
Lead Flame Artist: Karen Fabling
Producer: Dave Kelly
3D Lead: Mike Bain
3D Team: Andreas Wanda, Gerard Van Ommen Kloeke, Chris French, Michael Orbing, Paul Lada, Lianne Forbes, Eleni Diakomichalis, Dave Henderson, Grant Warwick, Andy Sutton, Mick Watson, James Wilson, James McCallum
Character Designer: Ben Kovar
Designer: Eddy Herringson