Vega Awards Silver Winner

2023

On élève la barre

Entrant Company

Rodeo FX

Category

Digital Marketing (Campaign) - Best Use of AI-Generated Content (NEW)

Client's Name

Producteurs de lait du Québec

Country / Region

Canada

Les Producteurs de lait du Québec created a campaign promoting the sustainable development approach oriented towards carbon neutrality. Presented by Laurent Duvernay-Tardif "Junior" who is artificially rejuvenated thanks to a VFX technique developed in post production.

One of the challenges was to use the features and proportions of an adult head and transpose them onto a child's body. Managing the time needed for machine learning, harvesting synthetic renders, and compositing were also part of the challenges. The whole project corresponded to the duration of a short 2 minutes film , with 3 characters rendered in deep fake, in several different environments and lighting.

This project's VFX supervisor was involved from A to Z during the post-production process. He was present on set to ensure different video capture parameters, as well as in different environments and in front of the actors to ensure that the deep fake rejuvenation technique would work on all levels. He also supervised nearly 100 tests during the development of this technique.

Starring Laurent Duvernay-Tardif, offensive lineman for the New York Jets of the National Football League, and graduate of McGill University Faculty of Medicine.

Credits

Agency
LG2
Producer - VFX/Post-Production
Laura Derrey
VFX Supervisor/On Set supervision
Erik Gagnon
Composition Artist
Caroline Brien
Composition Artist
Michel Frenette
Composition Artist
Saul Rodriguez
Composition Artist
Mathilde Vézina Bouchard
Composition Artist
Alejandro Miranda
Composition Artist/Deepfake Artist
Jean-Michel St-Pierre Lapierre
Composition Artist
Camille Potvin
Deepfake Artist
Samuel Blouin
Deepfake Artist
Antoine Desilets
Editor
Firas Chadid
On Set Supervision
Olivier Barbès-Morin
On Set Supervision
Antoine Bordeleau
On set Supervision
Jean-Francois Masse
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Country / Region

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Entrant Company

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Country / Region

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