Hogarth announces partnership with The Woolmark Company with ‘What Does It Take?’
The Woolmark Company has engaged Hogarth Australia to build a strategic and creative platform to celebrate Australian wool and the people who create it, focusing on key themes of adventure, bravery, sustainability, and identity.
The use of virtual production, facilitated by the new Hogarth Final Pixel partnership, enabled the team to produce complex scenes in a controlled environment.
The 30-second film opens with a climber taking full advantage of the warmth, breathability, and technical performance of her wool gear as she scales a cliff-face in the iconic Blue Mountains, with an Australian woolgrower helping her to the summit.
The requirement to feature a scene in an inferno was a logical choice for Virtual Production. The sensitivities of shooting fire in an Australian landscape that is challenged by bushfires were front of mind. By using Virtual Production the team was able to build and control a scene that was pre-visualised to ensure client and stakeholder alignment prior to the shoot day.
There was also a need to show the product in use in a location outside of Australia. A warehouse apartment in New York was built in Unreal Engine, again the process enabled a smooth pre and post-production and crucially negated the need for travel.
Laura Armstrong, general manager marketing communications at Woolmark said: “Working with the team at Hogarth Final Pixel we were able to concept and deliver content with highly challenging scenes like the inclusion of a blazing inferno and the logistical sensitivities of an international location in a short space of time. It is testament to the innovation capability and nimble spirit of the agency that we were able to achieve this in a tight turnaround.”
The virtual component was supported by Australian-based suppliers including studio Dreamscreen and VFX agency Spectre, producing and realising the spectacular visuals. Coupled with a location shoot blending real and virtual worlds, the results are a hybrid production with a blend of traditional and innovative methods.
Justin Ricketts, CEO of Hogarth Australia said: “We are thrilled to have partnered with Woolmark to celebrate the Australian wool industry. It’s an industry built around innovation and we are proud to have brought our unique Creative + Production + Innovation proposition to life with them. Virtual Production is a key pillar in how we are redefining the possibilities of production. As an end-to-end creative project, we have enjoyed a frictionless process with stunning results.”
The 30-sec advertisement will be rolled out across free-to-air and digital TV as well as a robust social media campaign.
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