I should have known better when Patrick showed me this video and asked, “video or CGI?” I was convinced it was live action until the fruit breaks when it crashes down onto the countertop, where I assumed the artist digitally added the special FX.
“Silestone Above Everything Else”
Everything is CGI, the backgrounds, light, everything. The talent is Alex Roman.
*His real name is Jorge Seva, but he uses Roman as an artistic alias for indie work, like Tyler Durden.
Production time – 10 weeks with his evil genius sidekick Juan Ángel García Martinez.
Some critics say it’s more to do with computer power than any new skills, but I’ll have to respectfully disagree. We know that oil paint is a medium that allows us to create photo realistic works of art on canvas but I would say that the ability to do that is more about artistic talent than the paint itself. Interestingly enough, Roman was trained as a traditional painter in school and just picked up architectural visualization because he’s just THAT good.
And what is important to remember with this commercial spot is that it was done by a super team of two people, where most photo-real CGI is done by teams 10 times that size.
If you have a few minutes to spare, watch Roman’s film Third and Seventh, which he directed, animated and orchestrated the music himself last year.