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Miguel Madaíl de Freitas
Award Winning Director / CG Supervisor / 3D Generalist
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Pingo Doce - Bando do Mar

Lovely project for Pingo Doce brand. In the past they had created wonderful animated ads for the "Bando do Bosque " and for this one instead of having furry animals in trees, we had the responsibility to create underwater creatures and a kid interacting with them.

There was a big pressure to keep the high quality within a very limited production time. The goal was to create a dance choreography in the ad that could be taken to social media, while showing the animals - the sold product - as much as possible. Creating fun moments of dancing interaction was key!

I was involved from start to finish, creatively and techically - from early creative process, directing, supervising the team, up to previz, camera work, tracking and live action vfx, set dressing, underwater fx and systems, additional animation, lighting, rendering and final compositing.

Full Credits:
Client: Pingo Doce
Agency: BBDO

Executive Producer: João Marcos Marchante
Production Director: Liliana Ramires
Account: Ana Fino
Project Management: Ana Fino, Guilherme Afonso
Directors: Guilherme Afonso, Miguel Madaíl de Freitas
DOP: Duarte Domingos
Art Director: Carla Brazão

Concept Art: Manuel Santos
3D Lead & Supervising: Miguel Madaíl de Freitas
3D Animation: Rik Goddard, Sebastião Lopes
Rigging: Antonio Coquito, Sebastião Lopes
Modeling: João Jacinto, Raquel Ribeiro
Character Modelling: João Sousa
Texturing & Matte Painting: Manuel Santos
Compositing: Guilherme Afonso, Miguel Madaíl de Freitas
Grading: Miguel Madaíl de Freitas

Sound and Music: Casa do Som

Final 30s TV commercial

The main Styleframe created to set the visual style and lookdev for the hand-painted, painterly textures look.

The main Styleframe created to set the visual style and lookdev for the hand-painted, painterly textures look.

Some additional concepts for set and overall style. Our initial idea was to have a much more 2D look and feel, that later on shifted to a more 3D approach.

Some additional concepts for set and overall style. Our initial idea was to have a much more 2D look and feel, that later on shifted to a more 3D approach.

Each animal is different, however, they all share the same spherical shape. This was importat to set from the beggining to be more efficient in rigging.

Each animal is different, however, they all share the same spherical shape. This was importat to set from the beggining to be more efficient in rigging.

Each animal had a full set of 2D mouths that were rigged for easy switching.

Each animal had a full set of 2D mouths that were rigged for easy switching.

Description of the Set modeling and dressing system/rig that i developed for ease of creativity.

Description of the Set modeling and dressing system/rig that i developed for ease of creativity.

Concept Art done for the real life bedroom that was build in set.

Concept Art done for the real life bedroom that was build in set.

Backplate with CG elements on top.

Initial previz/layout where i made a simple 3d version of the live action shot, and all the choreography created by Daniela González

Edit with main animation done, before adding all the set. A mixed rigged/automatic system was developed for both hair and clothes to be dynamic and art directable as desired.