XARELTO

From pitch to final execution, the Saddington Baynes production team art directed and coordinated all elements of the production. Using an innovative blend of live action competition cyclists, in a virtual environment with a conceptual rotational move, we brought to life the agency’s concept in this award-winning pharmaceutical ‘Dare to be Different’ campaign.

Every element of production was heavily researched, with an unparalleled level of attention to detail. Creating the virtual characters required 3D scanning, mapping and modelling life-like replicas of talent, before coordinating a green screen rolling road shoot where the production team built a bespoke rig to capture the mechanics and movement of a racing cyclist. The self-engineered rig enabled us to track real-time movements and craft the CG shots with a clear understanding of how to animate the characters.

For the skaters, we had an on-set professional speed-skater on hand to train the talent and inform the team of specific movements. With the aid of slide mats we were able to capture the live action required to make believable CG animations.

We’ve submitted the behind the scenes film as our submission, to show the technical expertise that went into this project. Please see the full project breakdown on our online portfolio:

https://www.saddingtonbaynes.com/work/favourites/xarelto-dare-to-be-diff...