AT&T Super Bowl ad “Spring”

Posted by Xfrog on February 17th, 2011

AT&T Spring
The Mill NYC made this fantastic Super Bowl ad for AT&T/BBDO using Xfrog for Maya to animate the growing flowers. Watch the ad at themill.com

AT&T’s “Spring” is a picturesque metaphor about being touched by things around you coming to life, much like AT&T enables that same connection by covering 97% of all Americans. The Mill NY worked with BBDO and TWiN on this travelogue through quintessential American backdrops, bringing flowers to life on a vast canvas. 3D Lead Artists Rob Petrie and Andy Nicholas, working with our ECD Angus Kneale, led the charge. A complete vine-growing simulation was written with animations leaf and flower growth that would crawl over the surfaces of buildings. The team specified where the roots started and pressed go! A quarter million leaves appear in a wide shot of downtown Chicago seen through a train window, each with individual stalks attaching to 25,000 vines. 200,000 flowers and leaves grew in a wide shot of a Brownstone and had 10 million particles in the field. Another 60 flowers, all hand animated, blossomed in a low angle shot of a majestic tree.

One Response to “AT&T Super Bowl ad “Spring””

  1. stewart mcsherry

    Looks fantastic when played back HD-size

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