Continuing its unstoppable winning streak, Mill-heavy production, Playstation "Mountain", has been honoured with arguably the most prestigious prize in advertising, the Cannes Lions Grand Prix.
According to the 22-strong judging panel, "Mountain" was rewarded with the top prize in recognition of "simplicity of idea and magnitude of execution." The Mill helped such "magnitude of execution" by creating 146,000 digital people to form the eponymous - and now famous - mountain.
"The ad's success stems from a strong team," says TBWA's TV producer, Kate Hitchings. "Everyone from client, agency, production company and facility house gave it their all. The Mill was an integral part of the production; the end result wouldn't have been the same without them."
The Mill provided visual effects for many other Cannes Lions winners including a gold for Lynx "Getting Dressed" and bronzes for Nike "The Other Game" and three TBS commercials completed at The Mill New York - "Name", "Wings" and "Strange Fruit".
As further evidence of The Mill's strength, insiders tip The Mill as the most likely winner of "Best Post Production Company" due to be handed out at this week's Midsummers Awards.
THE MILL USES MASSIVE FOR PLAYSTATION "MOUNTAIN" COMMERCIAL
( Press Release by The Mill Publicity )
The Mill has worked with director Frank Budgen and a TWBA creative team lead by Trevor Beattie to produce the commercial for Sony Playstation entitled Mountain. Barnsley from The Mill attended the six-day shoot in Brazil where five carefully placed cameras were used to film over 500 extras strategically choragraphered climbing buildings and running through the streets of Rio. The end shot shows what seems like thousands of people at the top of a very tall building.
After the concept and storyboard stages it was agreed, with Barnsley's help, that the backgrounds and buildings would be shot in-camera as much as possible. Then a combination of crowd replication, set extension from a two story-set and CG work for the extreme wide shots would be added in post production back at The Mill.
Even though 500 extras per day were used on the set in Brazil the end result needed to be much busier so Mill 3D artist Jordi Bares used Massive Software to create thousands of digital characters climbing and running. The software, which only The Mill and Weta in New Zealand have a licence to use, gives each individual digital character a brain to determine how they react. In the biggest shot Jordi created 146,000 digital people that had unique vision, sound and touch-based artificial intelligence giving them realistic individual behaviour.
During the shoot 50 stuntmen and acrobats were filmed from a helicopter rolling and running up a 20ft cone that was fitted to the top of Brazil's highest skyscraper. Barnsley then used this as a basis to extend down to create various shots, including the stunning end shot that looks like thousands of people forming a very tall building.
Awards Won by Playstation "Mountain":
Cannes Lions - International Advertising Festival, 2004 (Grand Prix) for Entertainment & Leisure
CLIO Awards, 2004 (Gold) for Technique: Visual Effects
British Television Craft Awards, 2004 (AFM Lighting Award) for Best Crafted Commercial of the Year
British Television Advertising Awards (BTAA), 2004 (Gold) for Toys & Games
British Television Advertising Awards (BTAA), 2004 (Gold) for Computer Hardware
British Television Advertising Awards (BTAA), 2004 (Gold) for European
British Television Advertising Awards (BTAA), 2004 (Silver) for Commercials (also ran on TV)
Advertising Creative Circle Awards, 2004 (Gold) for Best Direction
Advertising Creative Circle Awards, 2004 (Gold) for Best Special Effects or Computer Graphics
Advertising Creative Circle Awards, 2004 (Gold) for Best Cinematography
Advertising Creative Circle Awards, 2004 (Gold) for Best Use of Music
Advertising Creative Circle Awards, 2004 (Silver) for Best International Commercial
Advertising Creative Circle Awards, 2004 (Silver) for Best Editing
Advertising Creative Circle Awards, 2004 (Bronze) for Best Idea in 60 Seconds or Over
Advertising Creative Circle Awards, 2004 (Bronze) for Best Film Art Direction
International Andy Awards, 2004 (Silver) for Best Use of Existing Music
International Andy Awards, 2004 (Silver) for Toys, Games & Sports
The One Show, 2004 (Silver) for Consumer TV Over :30 Single
D&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising Crafts: Direction
D&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising Crafts: Cinematography
D&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising Crafts: Use of Music
D&AD Awards, 2004 (Silver Award) for TV & Cinema Advertising Crafts: Special Effects
Art Directors Club of Europe Awards, 2004 (Gold) for TV Commercial
British Television Craft Awards, 2004 (Winner) for Camera Operator
British Television Craft Awards, 2004 (Shortlist) for Cinematography
British Television Craft Awards, 2004 (Shortlist) for Computer Animation
British Television Craft Awards, 2004 (Winner) for Direction
British Television Craft Awards, 2004 (Shortlist) for Editing
British Television Craft Awards, 2004 (Shortlist) for Production Design
British Television Craft Awards, 2004 (Winner) for Use of Recorded Music
British Television Craft Awards, 2004 (Winner) for Stunts
British Television Craft Awards, 2004 (Winner) for Video Post Production
Kinsale - International Advertising Festival of Ireland, 2004 (Gold) for Leisure
Kinsale - International Advertising Festival of Ireland, 2004 (Grand Prix Cinema)
Kinsale - International Advertising Festival of Ireland, 2004 (Gold) for Cinema
Kinsale - International Advertising Festival of Ireland, 2004 (Best Direction) for Craft Awards
Kinsale - International Advertising Festival of Ireland, 2004 (Best Use of Music) for Craft Awards
Kinsale - International Advertising Festival of Ireland, 2004 (Best Post Production) for Craft Awards
London International Advertising Awards - LIAA, 2004 (Grand Prize) for Television/Cinema
London International Advertising Awards - LIAA, 2004 (Winner) for Television/Cinema: Animation - Computer
London International Advertising Awards - LIAA, 2004 (Winner) for Television/Cinema: Home Entertainment Equipment
Epica, 2004 for Audiovisual Equipment & Accessories
The New York Festivals - TV Cinema & Radio Advertising Awards, 2005 (Gold World Medal) for Consumer Product & Service: Toys & Games
The New York Festivals - TV Cinema & Radio Advertising Awards, 2005 (Gold World Medal) for Craft & Technique: Best Direction
The New York Festivals - TV Cinema & Radio Advertising Awards, 2005 (Gold World Medal) for Craft & Technique: Best New Arrangement Of Popular Theme
The New York Festivals - TV Cinema & Radio Advertising Awards, 2005 (Grand Award) for Best Creative/Production Achievement