Following our long-running relationship with Time Products, we were given the opportunity to relaunch this cherished marque in time for Christmas 2015, with a new version in 2016. Our brief was to create an aspirational commercial which brings to life Accurist’s timeless fashion appeal and British heritage.
Both finished 30 second commercials launched 1st December on ITV, during popular and primetime shows including I'm A Celebrity, Get Me Out of Here!, Emmerdale, Coronation Street and This Morning. Significantly, both commercials also ran nationally, including London, during the X Factor Live Final 2015 and 2016.
Accurist's first major brand commercial in years was a huge opportunity we relished. The black and white treatment provides a timeless, luxurious feeling as befits Time Product’s repositioning of the watch brand, while colour elements highlight the new brand colours and product throughout.
Shot in 4k on the RED Epic, principle filming was mainly studio-based to utilise precision-perfect motion control cameras which wouldn't be possible on the river. Our featured models were able to perform in front of rear projection screens and greenscreen, completing as many retakes as necessary – without the need to return to the Thames.
While rear projection (essentially a projector beaming images from the back of a screen) is a technique famed for its not-so-convincing use in 1950s films, Fin’s application of a Scorpio stabilising head and motion control camera created a polished, realistic-looking final effect. This offers a great alternative to chroma-key compositing.
The commercial was completed by Fin’s Visual FX Supervisor and Flame artist, Darian Weir, creating colour elements within the black and white to accentuate the new brand colours: “It was great to see how far we could take an old technique like rear projection with the latest camera technology to create a seamless, realistic production.” Darian Weir.