The Millimetres Matter spot was developed at The Viral Factory, and directed by Richard de Aragues via Mad Cow Films, with producers Jonas Blanchard and Nicholas Unsworth, editor Rick Waller and director of photography Steve Downer.
The production team shot high-speed footage of insects being hit by droplets of coloured viscous liquid. Maquettes were then created to match the shapes and positions of the ‘heroic’ insects and painted blue. Real pies were then thrown at the maquettes and shot at high speed. The biggest challenge was creating enough light to achieve the required exposure. To ensure the insects were comfortable and under no threat of heat exhaustion, the light could only be switched on for up to 3 seconds at a time. Even with the specialist equipment, the depth of field was literally never more than a few millimetres, meaning that the insects only had to move minutely before going out of focus...
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