Acting as a production company with a script from agency Mother we have recently finished work on a couple of spots to promote a new range of frozen fish products developed by Jamie Oliver and Young’s.
The spots place Jamie (and one of his kitchens) in the arctic – where the fish is sourced for the meals. He tries to cook, but obviously struggles considering the harsh surroundings.
One of the greatest challenges – other than wrangling Snow Owls and working out where we were going to get a polar bear from – was how we were going to convincingly place Jamie in the Arctic when really we really only had him for a few hours in a studio in West London.
Working with post house MPC and Art Directors Skyhook we worked out exactly how this was to be achieved. Skyhook built a set sprayed with fake snow (actually paper) within which we placed the kitchen and surrounded this area with blue screen. We then filmed Jamie as we blasted him with 8ft fans and buckets fake snow. Taking this raw material MPC then added and animated hi-res stills of various arctic environments. Further layers of snow were then generated in 3D before being added along with mist and even icebergs. Et Voila: arctic Jamie.
