Graphic Design

Elephunk

By:
MPC
MPC
Guy Shelmerdine
Emma Buttersworth
Stitch
Lisa Vaughan
3+ Team Members
Mother worked with MPC to create an elephant with serious swagger as a continuation of Money Supermarkets' 'save money, feel epic' campaign.
The Concept

The team concepted taking the badass swagger of Samuel L. Jackson in Pulp Fiction, the strut of John Travolta in Saturday Night Fever, a sprinkle of Michael Jackson in Billie Jean, served with the Single Ladies attitude of Beyoncé - and channelled them all into a 15ft African Bull Elephant and a slightly fat bloke from Coventry.

The 3D team began to concept their elephant two weeks prior to the shoot. They started with a horse and upgraded to an elephant.
As part of this creative process the intricacies of elephant mobility and human dance moves were studied. A number of dance variations and moves were tested in order to create his choreographed routine.
The Production

The biggest production challenge for the team was creating an elephant that could pull out the moves with the best of them, yet was also believable and true to life. They solved this by ensuring his dance moves stayed within the realms of what a real elephant could do.

A pre-vis laying out his size and basic flow of movement was used as a guide for the rig on set.
Shooting in front of green screen.
Following the shoot, the team decided upon the look of the elephant and his subsequent texture.
They settled on the male African elephant, embarking on the creation of an exact replica with added personality.
Then the team began integrating the elephant into the shot footage. Matching the interaction between Graeme and the elephant were key, so Graeme was tracked and rotoscoped back into the shots - using select takes to perfectly match the elephants walk cycle.
A range of detailed matte paintings were developed, adding skyscrapers and lights to emphasis the ‘epic’ feel of the backdrop for our VIP’s.
Final

The team really achieved their goal of making the most epic Money Supermarket film yet.

Making of Video
Client
Money Supermarket
Credits
MPC VFX and Grade
Guy Shelmerdine Director
Emma Buttersworth Production Company Producer
Stitch Editor
Lisa Vaughan VFX Producer
Matthew Jackson VFX Supervisor
Fabian Frank 3D Supervisor
Richard Fearon Colourist
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