Clear of cholesterol

Post house Clear created an army of people to represent cholesterol for Benecol’s new TV advertising campaign.

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The latest commercial for Benecol – the cholesterol-lowering food range – uses the concept of people as molecules, with bad cholesterol cast as the villian and Benecol as the hero. 
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Agency MCBD worked closely with Clear Post production’s 2D and 3D teams to create a striking 40-second film set on a sweeping South African beach, upon which hundreds of people dressed in yellow suits mill around, each representing a particle of cholesterol. 
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They are prevented from entering the water – a metaphorical blood stream – by a cordon of people in blue suits. “The focus of the commercial was to explain the difference in the amount of cholesterol entering the blood stream before and after using Benecol,” says Clear 3D artist Adam Seeley. 
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“This was to be described by showing the correct ratios of people on the land (the body) to the people in the water (the blood stream). To show this correctly, and be within advertising guidelines, the framing of the background plates with land and water together with the correct density of people had to be carefully balanced.” 
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Clear’s primary task during four weeks of work was to create an army of blue- and yellow-suited people. Only 150 extras were used on the shoot. Clear used Softimage|XSI to bump up the numbers. 
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