VGC bags a silver at the New York Festivals 2007

Vyas Giannetti Creative has won a silver at the New York Festivals 2007 for best special effects and computer-generated images, in the Film & Video category, for the Aditya Birla Group’s (ABG’s) ‘Taking India to the World-II’ commercial. VGC is the only advertising agency from India to have won a metal in the category.

ABG employs more than 72,000 people across 20 nationalities. The creative challenge was to highlight the core of the group’s operations across continents by showing people from different ethnicities all together. The group had to be depicted as a meeting place of diverse cultures.

The film was conceptualised in India, shot in Hungary and the post-production work done in Canada and Israel. It was directed by Yariv Gaber of Israel, who also directed an earlier ABG film.

Each frame in the film was first sketched out and every background, painted. The crew that handled the task was the same that worked on the backgrounds for ‘Lord of the Rings’. The next stage involved the creation of two and a half minutes of animatics. The final stage was the making of the shoot storyboard.

In the post-production, which was overseen by digital wizard Ilan Bouni, the film background and footage of the actors, shot separately in a studio, were blended together digitally.

French music director Phillipe Gozlan has used the Indian national song, ‘Vande Mataram’, to create a sonic sketch of ABG’s multinational character. Music from Tibetan, Indian, West Asian and Western cultures have been blended together to come up with a unique soundtrack for the commercial.

© 2007 agencyfaqs!