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Digital Trickery: The Advert That Has Everyone Thinking Twice
A minute long advert promoting a range of granite kitchen worktops may not be the most obvious thing to spark off mass internet debates; however since it as released the short promotional video has had thousands of YouTube hits. The advert was created by artist Alex Roman and depicts fruit cascading down onto a worktop before smashing like glass into tiny pieces. On first glance it may not seem to be that impressive until you consider that every part of the advert was created using CGI.
The technology used to create the piece is similar to that used in Hollywood Blockbusters however instead of being used to depict Aliens landing on the White House Lawn Alex Roman has used it to demonstrate high-definition photorealism. Of course as with all viral video successes, there have been hundreds of critics that have declared that the video is a fake. Several ‘experts’ have decided that the artist incorporated videos of actual fruit falling from the sky, however the majority have put aside their scepticism and applauded Roman for creating a truly original piece.
Even after watching the video in super slow motion, it is hard to pick out any flaws. Even the lemons have been painstakingly created to show unique bumps and shading, it is only when they do smash into pieces that you are reminded of their digital origins. This is not the first video by Alex Roman that has got people talking, his video entitled ‘A Third and Seventh’ that was created for an architect company was just as successful.
By creating such a unique piece using software packages, Roman could be setting the trend for the shape of adverts to come. If you haven’t already watched the video, set aside at least five minutes as one viewing is definitely not enough!
http://www.youtube.com/watch?v=lZOnrN4x0Zk&feature=player_embedded