LiMu Emu and Doug Team up in New Campaign from Liberty Insurance

The Mill collaborated with Goodby Silverstein & Partners and director Craig Gillespie of MJZ to bring to life LiMu EMu; the new face of Liberty Mutual Insurance.

LiMu EMu is joined by Doug to form a fictional dynamic duo who appear in a series of spots; ‘The Board’, ‘Reflection’ and ‘Dealership’, to spread the word that Liberty Mutual customizes coverage so you’ll only pay for what you need.

Per the release:

The VFX team started by shooting a real-life emu to create reference footage that has then been matched to build a fully CG bird; a digital double. This impressive creation drew upon numerous skillsets, tools and software solutions. Lidar scans of the set, paired up with HDRI lighting references for every single shot, ensured LiMu could be placed into every environment seamlessly.

The Mill’s proprietary fur and feather system was used to groom LiMu, with a bespoke configuration required given how each area of an emu has vastly different feather types. Various additional CG elements were crafted such as sunglasses and the security badge, with particular attention to photoreal reflections on these objects. Cloth and material simulations were applied to create the shirt and tie, which had to respond dynamically to each movement. An intricate level of detail and quality was required for flexibility in use of the assets across broadcast, digital, social and print.

Ed Boldero, lead 3D artist comments: “We received brilliant direction from Craig Gillespie in bringing his vision to life. He was very accommodating of all of our technical requirements to make the most realistic LiMu EMu possible. A great moment in the project was during an early review session, where the attending agency clients thought our CG LiMu was the real reference emu.“

Tim Rudgard, lead 2D Artist adds: “The CG team did such an excellent job of rigging and lighting the LiMu EMu that it ensured the compositing process was seamless. Having a real emu to match against provided a fantastic reference, especially when it came to lighting, look and texture. The comparison to the real emu also ensured we kept the animation believable. This was a truly collaborative project; with the client, agency and director all coming together to craft an end result we are incredibly proud of.”

CREATIVE AGENCY

CREATIVE AGENCY: Goodby Silverstein & Partners

EXECUTIVE CREATIVE DIRECTOR: Danny Gonzalez, David Suarez

ASSOCIATE CREATIVE DIRECTOR: Ryan Tovani, Caroline Cappelli, Justin Ralph

ACCOUNT DIRECTOR: Cassi Norman

ASSISTANT PRODUCER: Alexis Bley

EXECUTIVE PRODUCER: Leila Gage

PRODUCTION COMPANY

PRODUCTION COMPANY: MJZ

EXECUTIVE PRODUCER: Emma Wilcockson

DIRECTOR: Craig Gillespie

DOP: Masanobu Takayanagi

PRODUCER: Martha Davis

SENIOR PRODUCER: Hillary Thomas

SHOOT SUPERVISOR: Tara DeMarco, Ed Boldero

ASSOCIATE PRODUCER: Vanessa Yee

LINE PRODUCER: Rhea Sil

OFFLINE

EDIT COMPANY: Spot Welders

EDITOR: Haines Hall

EDIT ASSISTANT: Carolina Padilla

POST PRODUCTION / VFX

POST PRODUCTION COMPANY: The Mill

COLOURIST: Adam Scott

2D ARTIST: Tara DeMarco, Dag Ivarsoy, Dylan Streiff, Ahmed El-Azma, Katerina Arroyo, Roxy Zuckerman, Abby Riegel, Adam Lambert, Jeannie “Remedy” Huynh, Daniel Lang, Gavin Marler, Lisa Ryan, Tim Crabtree, Evan Langley

COLOUR EP: Linda Jackson

CREATIVE DIRECTORS: John Leonti

DESIGNERS: Greg Rubner, Patrick Kipper

2D LEAD: Tim Rudgard

ANIMATION ARTIST: Jeffrey Lee, Jacob Bergman, Katie Yancey, Juan Zavala, Mike DiNocco, Justin Murphy, Matt Connolly

3D ARTIST: Matt Bohnert, Alessandro Baldasseroni, Omar Taher, Troy Barsness, Sophie Quagebeur, Michael Lori, Danny Garcia, Elizabeth Hammer, Chin Tin, Peter Claes, Jae Jun Yi, Ananda Murthy, Ganesh Lamkhade, Giri Prasath S, Raj Kumar M, Rijo R, Sunil MM, Tarun Kemtu

COLOUR PRODUCER: Liza Kerlin

TRACKING ARTIST: Murali Krishna Reddy

3D LEAD: Ed Boldero

MATTE PAINTING: Ed Laag

The Staff
The Staff
Gettin' it done.

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