PROPEL

This ad campaign for Propel, by the creative agency Invisible North, features in-camera visual effects by FX WRX. Christopher Webb and his team created practical water droplet imagery and motion graphics using real water and physical logo art. Optical effects, slow-motion cinematography, and dynamic lighting techniques were combined to capture a series of in-camera VFX layers for digital compositing. Chris and his team also shot medium format product stills. 

The approach to this project was inspired by the work of Douglas Trumbull and Richard Yuricich on the movie "Brain Storm". Their optical effects process created "memory bubbles" which appear as spheres with live-action playing out inside them. This work was pioneered long before CGI and digital VFX tools. Chris and FX WRX are committed to bringing the best that both analog and digital techniques can offer to each project.  

CREDITS

FX WRX (Special Visual Effects)
Executive Producer: Graceann Dorse
Director / Cinematographer / VFX Artist: Christopher Webb
Asst. Director: Shane Kalman
Camera Assistants: Angela Abel & Carey Hu
DIT: Dominick Pietrzak
Phantom Tech: Don Cornett
Camera Utility: Ashley Sharp
Gaffer: Casey Wooden
Key Grip: Daniel Jusino
Rigger: Ilya Smelansky
Art PA: Carrington Amey
Prod. Asst.: Simone Hile-Bassett & Siggy Chojnaki

Invisible North (Creative Agency)
Head of Content: Nariman Hamed
Creative Producer: Tommy Petroskey
Creative Producer: Becky Reagan
Line Producer: Cheng Liu
Project Manager: Luca Alessandrini

Universe Studio (Post)
Executive Producer: Daan Schraauwers
Producer: Enzo Soubra
Executive Creative Director: Jeff Beukema
Editor/VFX Supervisor: Rigel Kilston
3D & VFX: Ziga Radula