Another one bites the dust

Posted on January 19, 2012

 

I always love when a gentle summer breeze pushes against a wheat crop that’s ready for harvest. In my imagination, it’s like watching waves roll across a vast ocean of grain.

That was the creative inspiration we needed for the television launch of Roundup Attack with IQ inside, the smart, new glyphosate formulation that’s taken Nufarm Australia 8 years and millions of dollars in research and trials to bring to market.

Why not, we thought, turn a pre-plant paddock into a sea of problem weeds that are being terrorised and devoured by the most fearsome predator in the ocean – a Great White shark.

Bring on Jaws, we chorused in creative euphoria. Now coming to a paddock near you!

With Stephen Spielberg for inspiration it was just a simple matter of filming a Great White surging through a paddock and launching itself into the air while chomping on an unfortunate ryegrass weed.

Did I use the word, simple? Well, technology and 3D animation have moved on from the days when Australian creatives would turn up in L.A with George Lucas aspirations.

Today we’re spoilt in Melbourne with some great post effects production talent that’s the equal of anyone in the world – and a hell of a lot cheaper.

After a 2 day shoot in down town, or rather out of town Horsham, we had the bare bones of a great TVC. All the meat, or should I say, terrified weeds, were added in post. But no commercial where Horsham meets Amityville would be complete without the classic underground shot where the roots of a weed dangle helplessly awaiting its horrible fate. That one shot took a week or two of experimentation, but the result helps create real drama and anticipation.

The commercial aired on Boxing Day with outstanding feedback and congratulations from the Nufarm sales team right across the country, together with big “well dones” from distribution.

However, none of this would have been possible without the constant and unwavering support of our partners in this very long process – the Nufarm marketing team. Thanks guys, because we have something to be very proud of!

by Paul Hand

 

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