On the Farm, a new commercial for Universal Interactives Spyro: Enter the Dragonfly video game, features floating cows, frozen chickens and a barnyard blaze thanks to the wizardry of Hollywood-based effects house Ring of Fire.
The spot highlights the new powers that fire-breathing dragon Spyro has acquired for the latest gaming outing. His newfound ability to freeze things and use bubbles to attack his enemies presented some interesting challenges for the effects team.
With the hen house ablaze and chickens frozen in mid-flight, a distressed farmer looks to the sky and sees his cow floating, encapsulated in a giant bubble. The bubble bursts, sending the baffled bovine back to earth where it lands straight on the head of the hapless owner. The spot then switches to footage of Spyro gameplay.
Ring of Fire Executive Producer John Myers completed on-set supervision for the complicated shoot. "There is so much going on in this spot that the visual effects were integral," he explains. "Dave Merhar shoots with a genius edge – he captures as much in camera as possible, and we try not to use blue or green screen when we can get away with it. Basically, hang on and try to keep up! Lots of plate photography and additional elements (fire) were shot under controlled circumstances at the end of the aggressively shot day. All of the elements came together really nicely to create a great seamless end result."
The spot was created by ad agency Kovel/Fuller/Los Angeles under creative director Lee Kovel, sr. art director Josh Esquibel and producer Eric Harnett. R!OT contributed to postproduction work.