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The Mill & JWT London Prove There's More to the Army Than Meets the Eye

Mill London, 2 years, 9 months ago

Cherry Studio's Jake Nava shoots powerful & action-packed recruitment spot

The Mill & JWT London Prove There's More to the Army Than Meets the Eye

Cherry Studios' Jake Nava continues his collaboration with JWT for the latest installment in their gripping 'More Than Meets The Eye' campaign for the British Army. This powerful ad combines slow motion and and intense music along with a host of visual effects added by The Mill.

The 90 second spot is designed to attract new Army recruits, by showcasing the wide range of roles and opportunities available in the Army now.

The Mill's VFX team worked to add in a a series of matte paintings and background replacements, integrating key elements to change the location of the action packed scenes. Creative director Dan Williams comments, "It was a real pleasure to work with Jake and the JWT team again on this exciting Army commercial. Our main task was to enhance the environments, turning England's Chesil beach into the Malaysian coast and elements shot in Crete into a Thai waterfall. We also added camera moves focussing on the gun recoils, which added a sense of drama to the ad."

The AFX team then added in captions, giving the text a natural movement influenced by the action on screen.


Advertiser: MOD Army

Creative Agency

Creative Agency: JWT London

Creative Director: Paul Rizzello and Olly Robinson

Producers: Rebecca Hunter

Music and Sound

Sound Design: Munzie Thind @ GCRS

Post Production / VFX

2D Artists: Carl Norton

2D Lead Artists: Dan Williams

Creative Director: Dan Williams

Matte Painting: Melanie Climent

Motion Graphics: Ivo Sousa

Post Production House: The Mill

Producer: Justin Stiebel

Production Company

Director: Jake Nava

Executive Producer: Ben Cooper

Production Company: Cherry Studios

Category: Corporate and social , Forces

Genre: Visual VFX