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There are ads that are memorable. Then there are ads that are iconic. The “Share the Love” ads for the Monterey Bay Aquarium are truly iconic. Indeed, people fondly recall the spots almost a decade after they started to run. San Francisco-based agency Engine Company 1 (later renamed Chemistry Club) had a long history developing creative for the Monterey Bay Aquarium. Atomic Productions was brought in to help execute an innovative and evocative idea: sea animals who would form a heart when friends and family stood in front of their aquarium. Any amateur oceanographer knows that sardines, jellyfish, penguins, and turtles aren’t likely to move into a heart shape at the command. So, the creative team had to show the client how great computer generated 3D animals would show, plus an environment that looked true-to-life. In addition to the CG animals, Atomic composited a spot that included actors in front of a green screen and motion graphics. In the end, based on client, agency, and civilian feedback, it was worth all the work.
Client:
Monterey Bay Aquarium
Notes:
Shot on the Red Epic in the studio at Atomic. Editing and bluescreen composites were completed on the Autodesk Smoke Advanced system. Graphics and animation were designed in Adobe After Effects while the 3D modeling was done by the brilliant team at Fashionbuddha on Studio Max and Maya.
