Mrs dash

mrsh dash

Mrs. Dash is a flavorful seasoning that will make salt obsolete at your dinner table. So, what happens to your salt shakers when you make the switch to Mrs. Dash? We teamed up with Resource/ Ammirati and Honor Society’s Robert Boocheck to build a salt-free world for Mrs. Dash’s new spot, “Group Therapy." 

We worked heavily in pre-production on embodying the personality of each of the discarded salt shakers with our talented team of concept artists. Chips, dings, dents and material definition gave our motley crew of shakers a well-rounded sensibility. We worked up storyboards and previs animations to help direct everyone on set for the live action portion of the shoot.

One rather chilly afternoon in November we travelled to the depths of New Jersey and shot the live action portions of the shoot for the dinner table, garage and initial live action salt shaker scene. Our VFX supervisor attended set to capture lighting information, camera data and to ensure that the interaction with the shakers was filmed in such a way that meant we could achieve a seamless integration with their CG counterparts in post-production. We even took stand in salt shakers, so our talent could perform the action of picking up the talking salt shaker in the opening shot.

Animation is where the magic happened for this production. We had our team bring each character to life paying attention to the movement, body mechanics of how each shaker would move and also the weight and timing of their performances to give a realistic, believable motion which the viewer would be familiar with. Our look development team applied aged materials and textures to each character to add further definition to the notion these characters where old and being thrown away.

Responsibilities: Executive Creative Director, Head of CGI, and VFX On-Set Supervision

Skills: Creative Direction, CGI, Previs, On-Set Supervision, Shoot Production

This production was completed at www.taylorjames.com