Gas Networks Ireland – Tommy ‘Promo’
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It doesn’t seem that long since the irrepressible Tommy McAnairey invited us into his home to serenade us with an off-the-cuff ballad as he went about his (poxy!) chores.
Well you can’t keep a good canary down – Tommy returns in our latest spot with Publicis Dublin for GNI. This time around we find him a little outside his comfort zone as he gives us a candid sneak-peek behind the scenes of his latest promo – a typically safety-conscious ballad, delivered in uncharacteristically flamboyant fashion. For a canary who’s happiest perched on a bar-stool with nothing more than a mic and a banjo, one gets the feeling all this pop video shenanigans is just a bit much!
Taking a somewhat meta concept and running with it, we went to great lengths to make sure the usually invisible clutter of on-set and green-screen shooting were clearly visible here. The real-world paraphernalia typical of a live action shoot had to be carefully recreated and replicated in our digital environments. Boom mics, C stands, dolly tracks, soft boxes and even cabling and gaffer tape were all shaded, textured and rendered into each of the shots. For scenes featuring video assist monitors we rendered Tommy from a separate camera and added this newly rendered angle to the monitor screen shown in-shot. A final pass of subtle bumps, weave and handheld imperfection was applied to all of our CG cameras to help add a more natural feel to the candid behind-the-scenes shots.
As with the previous spots, the message here is an important one, but delivered in a playfully entertaining fashion – even if Tommy himself seems less than impressed with the final result!
Director: Simon Burke
Producer: Emily Brady
CG Supervisors: Sam Boyd & Simon Burke
Character Groom: Ciaran Talbot
3D Artists: Iobhar Stokes & Kat Stachura
Animation Lead: John T. Coomey
Animation: Iobhar Stokes
Compositing: Gavin Kelly & Dan McNicholl
Concept Design: Shaun Kelly
2D Design & Animation: Alex MurphyMusic
Lyrics: Sean Timbs & Ronan Nulty
Performer: Paul Woodfull
Audio Mix: Mark @MutinyAgency: Publicis Dublin
ECD: Ronan Nulty
Senior Writer: Sean Timbs
Senior Art Director: José de Olivera
Agency Producer: Niamh Skelly
Business Director: Ger Jones
Account Director: Jeremy Stanley
Account Manager: Ali Cooke
Account Executive: Tori Campbell
Strategy Director: Chloe Hanratty
Strategy: Niamh O’Shaughnessy
Content Director: Phillip Byrne
Technical Lead: Cian McIntyre
Head of Social: Clare O’Hanlon