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2024戛纳创意节体育娱乐狮&影视狮全场大奖:女足宣传片,却由男运动员出演?

永刚 2024-06-19
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梁玟玟 自由撰稿人 关注
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案例评分: 9.7 分 / 共18人评分

2023女足世界杯即将开赛,法国电信公司Orange联合阳狮集团旗下Marcel制作的这支女足宣传片,却是由男子足球运动员出演?



姆巴佩、格列兹曼……男足踢球太酷了!然而从第56秒开始,一切开始反转。


原来那些超燃的画面,是把女足比赛的画面“换脸”成了男运动员。


这支宣传片用出乎意料的反转为女足助威:谁说只有男足踢球才燃?足球就是足球,请打破性别偏见!


最近,这支宣传片在Twitter上广泛传播,这种反转的创意也让网友称之为“最聪明的足球广告”。


但相比于创意本身,流畅的“换脸”技术或许才是保证“反转”效果最大化的关键。


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关于这支视频的制作过程,视觉特效总监兼Flame艺术家 Nicolas Vogel 在媒体采访中进行了解答:


“好多人以为这支视频是用AI或Deepfake制作而成,但实际上,它只是逐帧视觉特效。


我们先是搜索了女足的精彩视频剪辑到一块儿,再根据每个动作和镜头,搜索男足的相似图像,最后,视觉特效团队把每个图像逐帧替换。


我们把男运动员的头抠下来,放到女运动员的身体上,再对肌肉比例、脖子、手臂、大腿、服装、球衣等等进行调整,还要修剪头发的长度。


在工具上,视觉特效团队主要使用Flame进行渲染,除此之外,比较常用的还有AE。算上研究和修图,我们花费了大约4-5个月的时间,修图人员超过20人,制作人员总共有22人。”


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本文信息来自:https://www.redsharknews.com/




案例名称:WOMEN'S FOOTBALL

品牌:Orange 

代理机构:Marcel / Paris


获奖信息:

2024 OneShow 全场最佳 Best of Show Pencil

2024 OneShow 最佳交互、在线&移动奖 Best of Interactive, Online & Mobile

2024 OneShow 最佳影视奖 Best of Film & Video

2024 OneShow 交互、在线&移动类 Interactive, Online & Mobile 金奖

2024 OneShow 交互&移动工艺类 Interactive & Mobile Craft 金奖

2024 OneShow 创新技术应用类 Creative Use Of Technology  金铅笔

2024 OneShow 影视类 FILM & VIDEO 金奖

2024 OneShow 社交媒体类 Social Media  金铅笔

2024 OneShow 品牌娱乐类 Branded Entertainment  金铅笔

2024 OneShow 公关类 PUBLIC RELATIONS  金铅笔

2024 D&AD 广告类 Digital & Social 黑铅笔

2024 D&AD 广告类 Film 黄铅笔


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形式类别

影视

所在地区

欧洲

时间

2024-06-19

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