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Milo B-Smart: In-fro
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New product, MILO B-Smart, provides energy to think and play, and according to the Lab's Head of 3D, Clinton Downs, this push also applied to the making of the TVC. "We knew this was going to be a particularly interesting TVC from the minute we were contacted by the Director, Dael Oates, from Prodigy Films. Dael came in to see us with style frames for a ‘child's multi-layered hairstyle of thought information' that he lovingly referred to as an ‘Information Afro' or ‘In-Fro' for short. It was then up to the commercial studio team to decide the best way to bring the In-Fro to life.” The cleverness of the In-Fro was due to the relationship between the information accumulated by the child as he progresses through his day. The Lab's Creative Director, Garry Jacques, explains, "Dael wanted to tell how, as the child went from school, to the museum, onto building his go-kart and then soccer practice, all the time the information he received was being processed. We decided that some elements in the child's day should also come to life and in the process, build up the In-Fro more. This meant characters came off chalkboards, bugs came to life in the museum, pistons pumped off the go-kart plans and the soccer ball trajectory thought process all became visible. It was an incredibly integrated procedure for the design, 2D and 3D teams.” Dael Oates, Director, Prodigy Films: “As with any job, Milo presented us with a series of unique challenges. This was a very post intensive job and required a holistic solution to the techniques applied. Its success depended on it. We worked very closely with The Lab team to achieve a level of flexibility in the creative and technical solutions, which inturn helped us retain the level of photography and performance that wasn't held back by technical boundaries."
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