Redefine Meat™ is a new plant-based meat, developed for people who love meat. Meat that's delicious, good for the environment, and kind to animals. The trifecta!
In this campaign, Redefine imagines a utopian future, where cows are finally not being used as meat-but instead, used for more creative purposes.
This brand awareness campaign was distributed online, with a landing page and some offline activities such as pop up events, and free giveaways of cans filled with "cow fart" odors to people around the UK.
The directrors TSFM explain:
As cow- hugging people, we knew immediately that we can't possibly film any real cows so we turned to the team at Televisor to create CG realistic cattle.
Our biggest challenge was making the cows feel real, and our approach was to minimize movement, so they will feel as if they're just standing there, looking around.
Directors & Editors: Noam Sharon & Tal Rosenthal (Too short for modeling)
Creative director: Alon Seifert
Producers: Ariel Pridan & Ran Harush Hitman
DOP: Roman Linetsky
Art Director: Michael Sasson
VFX & post Creative Director: Ilan Bouni
Post production producer: Rutie Keinan
Focus Puller: Gabi Weissman
Gaffer: Lior Pery
Grip: Moshe Bukman
Assistant Director: Tamar Manches
Set Dresser: Dula Adir
Wardrobe: Oren Dar
Makeup/Hair: Rinat Aloni
Casting: Rutie Blum
Drone Operator: Guy Mador
Special Effects: Pini Klavir
Production Co-Ordinator: Noa Shtern
Location Manager: Eran Trabelsi
Production Manager: Or Amiad
Food Shots:
Director: Ariel Pridan
DOP: Ben Yuster
Focus Puller: Ofir Karlstadt
Gafer: Dror Idan
Grip: Ofer Almog
Special Effect: Yuval Kedem-Galileo
Post Production & Animation House: Televisor - Warsaw
VFX Supervisor: Karol Zakrzewski
VFX Supervisor: Krzysztof Fendryk
Modelling: Piotr Kujko, Sławomir Wolski
Rigging: Igor Surin, Arkadiusz Topolski
Tracking: Arkadiusz Topolski, Łukasz Klimkiewicz
Rotoscopy: Dominika Kowalska
Rendering: Michał Pruski, Bartek Dąbkowski
Groom: Grzegorz Jankowski
Texturing: Piotr Klimek
Mattepaint: Wojciech Świątek
CG Support: Alex Klekta, Marcin Derewońko, Piotr Klimek, Aliaksei Struts, Mariusz Płudowski
Compositing: Pavle Milicevic, Bartosz Lis, Bartosz Woltański, Łukasz Gregorek
Animation: Paweł Woźniak, Janusz Ordon
Colour Grading: Przemysław Resil
Postproducer: Olga Kotas
Sound Editor: Yael Haim
Music: Daniel werthiemer
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