Some 287 prizes were awarded across 14 various categories at the Loeries brand communication awards this past weekend in Durban. The event, now in its fortieth year, is the biggest gathering of creatives in Africa and the Middle East.
One of the most coveted awards is for the best TV and cinema advert (longer than 90 seconds), which this year was scooped by Joe Public United for their innovative Sbu 2.0 campaign.
The robot was created entirely with computer-generated imagery (CGI) in a collaboration between three of Joe Public's suppliers: Chocolate Tribe, Bladeworks, and Romance Films.
"We spent a lot of time playing with ideas on how to make the body look believable, like someone actually created this from household items, as opposed to some high tech solution," says Rob van den Bragt, VFX Supervisor at Chocolate Tribe.
"We added wear and tear and so much detail, that many people still think that the torso was an actual prop on-set. Little do they know that this was all created in the computer."
The Chocolate Tribe was tasked with putting together Sbu the robot's torso and arms. The actor Mothus Magano had to wear a green spandex outfit to allow the team to transform the body parts into robotic ones post-production using CGI technology.
The Sbu 2.0 campaign also won Loeries in both the VFX and animation categories while Joe Public also scooped the coveted agency of year award.
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