| Title | BOXES |
| Brand | UBER APACX |
| Product/Service | UBER |
| Category |
A11. Visual Effects |
|
Entrant
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Idea Creation
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
PR
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Production
|
INDIO Stockholm, SWEDEN
|
|
Production 2
|
SWISS INTERNATIONAL Stockholm, SWEDEN
|
|
Additional Company
|
OATH NORDICS Copenhagen, DENMARK
|
|
Additional Company 2
|
MANO, DENMARK
|
Credits
| John Bergdahl |
Forsman & Bodenfors |
Art Director |
| Jacob Nelson, Rikke Jacobsen |
Forsman & Bodenfors |
Copywriter |
| Alison Arnold |
Forsman & Bodenfors |
Account Director |
| Helen Johansson |
Forsman & Bodenfors |
Account Manager |
| Sanna Fagring |
Forsman & Bodenfors |
Account Supervisor |
| Bjarne Darwall |
Forsman & Bodenfors |
PR-strategist |
| Emelie Lindquist, Johan Fredriksson |
Forsman & Bodenfors |
Designer |
| Tobias Nordström, Leo Bovaller |
Forsman & Bodenfors |
Planner |
| Alexander Blidner |
Forsman & Bodenfors |
Agency Producer, film |
| Jenny Ring |
Forsman & Bodenfors |
Music Supervisor |
| Adam Berg |
Indio |
Director |
| Johan Lindström |
Indio |
Executive Producer |
| Ben Croker |
Ben Croker |
Producer |
| Kate Wynborne |
Kate Wynborne |
Production Manager |
| Mattias Rudh |
Mattias Rudh |
Director of Photography |
| Tony Fernandez |
Tony Fernandez |
First Assistant Director |
| Mark Gethin |
MPC Los Angeles |
Grade |
| Paul Hardcastle |
TRIM |
Editor |
| Leo Wilk |
Swiss |
Post Production Supervisor |
| Joakim Kristensen |
Redpipe |
Sound Design |
| Eshan Ponndurai |
APACx |
Marketing Director |
| Kunal Gupta |
APACx |
Lead, Rider Marketing |
Tell the jury about the visual effects and summarise any relevant challenges or techniques.
One great challenge was the behavior of the crowd. Every 3D avatar needed to have a natural walk cycle. We created several different cycles and made a script to randomly apply these cycles to the to the CGI crowd. If one avatar bumped into another one or a solid object we had an algorithm that made it take one step to the side and pass by.
The tens of thousands of CGI boxes in different sizes created another challenge. Different sizes of the piles would be too time-consuming to create manually. So for this, we wrote a script that randomly made piles based on the number of floors and the size of the area it needed to cover. We could also sculpt the profile to have different peaks. If a box was falling on the top of a pile the boxes underneath were affected by the impact and tumbled down.
Write a short summary of what happens in the film
We’ve all been there. Stuck in traffic. Desperately looking for parking, frustrated and angry and late for a meeting. In this film for Uber in Asia, we want to illustrate how absurd the traffic situation is. And suggest that ride sharing – rather than one man in every car – could be a part of the solution.