That’s a Lot: Charlex Gets Healthy With Subway – Boston Agency, MMB
When the Boston agency, MMB wanted to create three new spots for their new Subway Fresh Fit campaign, they turned to Charlex for all the live-action, design and VFX work.
The first spot, That’s a Lot, opens with images of greasy burgers frying on a grill. It then switches to a series of seemingly innocent images: kiddie pools, birdbaths and water coolers. These items-typically filled with water-are instead filled with grease in order to visually illustrate how much grease fast food chains use in a single year. “The concept from the agency was to use strong and graphic images to get this message across, and they asked me to help visually portray the grease in ways that were impactful but not too off-putting,” commented Ryan Dunn, Charlex CD.
“Once we had established the look and behavior of the grease as well as how it was going to be shot, I developed an editorial style that moves between wide and tight shots in order to break up the rhythm and ‘feel’ the vastness instead of just see it,” Dunn added. “I didn’t want to make it about anything except visualizing the statistic in a strong, simply manner. So the shots are all locked off, and any animation besides the opening hose pour was peripheral. A flock of birds in the sky, for instance, or a bubble gurgling through a water cooler filled with grease.” This approach really helped focus the impact of the spot as well as the density of the images that the team later composited together.
Boston Agency, MMB – http://www.mmb580.com/
New York Design Studio, Charlex – http://www.charlex.com/