Cannes Lions

SCIENCE PROJECT

McCANN ERICKSON, New York / VERIZON / 2013

Case Film

Overview

Entries

Credits

Overview

Description

It's amazing what you can do with powerful technology. To tell this story, we teamed up with Marvel Comics and the visual effects artists behind the world's most powerful superhero.

Execution

After completing extensive research and consulting with experts online using high-speed FiOS Quantum Internet, an ambitious boy is able to build a fully functioning Iron Man suit for the school science fair. That's the scenario played out in "Science Project", directed by Jim Jenkins of O Positive, with visual effects produced by Vancouver's The Embassy.

Marvel Comics asked The Embassy, which has done visual effects sequences for all three of the Iron Man movies, to work on the spot. Three days were allotted for the shoot, and The Embassy VFX supervisor/producer Winston Helgason was on location, where he did everything from shoot an HDR to ensuring the cameras were lined up properly so that the plates could be matched up in post.

The Iron Man suit for Robert Downey, Jr. is completely computer generated. We used the same technology in this commercial. To scale the suit for a child, we had to re-proportion certain elements: a slightly longer torso, shorter legs, bigger head, hands and feet.

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