Brief Explanation

BMF & George Weston Foods have launched a new integrated campaign for its Abbott's Village Bakery brand - Free-Range bread. Because Abbott's Village Bakery is free from artificial colours, flavours, or e-numbers George Weston Foods wanted a campaign that communicated the authentic goodness that goes into every slice.

Creative Execution

Alt.vfx was commissioned by creative agency BMF to bring to life the concept of "Free Range Bread" for this new spot for George Weston Foods. In collaboration with director Christopher Riggert, from Finch Company, Alt went through an extensive anthropomorphic design phase experimenting with many options to give the bread its character while preserving the appetite appeal. In order to create the realistic movement of the bread, Alt once again partnered with Deakin Motion Lab, Melbourne to capture the impossible. After auditioning many "stand in breads" Alt eventually settled on the sweet movement of "Sammi" the sausage dog. Alt then created a library of movement from which the animators could draw from and enhance. Freerange was created using Maya,XSI,Vray,Nuke and Flame. Please see making of video here: http://vimeo.com/63219760