The challenge
When Grey Advertising Agency dreamt up an idea for a disruptive commercial for Duracell, they enlisted leap to bring their combined live-action and CGI vision to life with full film production and post. leap have been working on storyboard and animatic research for Grey, now known as VML, for over 15 years.
Our approach
A pastiche sports brand commercial with a surprise appearance from the famous Duracell Bunny demanded some creative planning. Pre-production and blocking of the Bunny scenes ensured the live elements of the director’s storyboard could be filmed, with CGI additions and post then delivered on time and budget.
A CGI desert race between the Duracell Bunny and an underpowered competitor opens the ad, with a live action sequence appearing as an unexpected coda. Shot at dawn at the London 2012 Olympics site, the ‘live’ half has the convincing feel of a marque brand sports ad, until the Duracell Bunny makes a late appearance, challenging a surprised real-life athlete to a race.
The outcome
As a commercial of two halves, leap produced the TVC campaign including casting, location, crew, director, DOP, voiceovers and sound design which provided a perfect blend of continuity and disruption. This showcased the Duracell Bunny’s power and persona by crossing the boundary from CGI to real world to the surprise and delight of its target audience.
Expertise required
- film and post
