Check out the video VFX breakdown for the behind the scenes process.
The Super Bowl is fast approaching, and the ‘Mullets’ spot from Kawasaki already out there.
It features two drivers in a Kawasaki RIDGE ‘grow’ mullets as they drive through a bunch of rugged landscapes. It turns out, they then encounter a number of animals also with mullets: an eagle, bear and turtle.
Behind the work was The Mill, which took live action plates and then blended in their CG mullets and CG creatures with mullets, in post.
Check out the spot below, plus a press release from Autodesk which discusses how The Mill utilized Maya and Arnold for the VFX. Then, scroll down to the bottom for the fun VFX breakdown.
The Mill, in partnership with Goodby, Silverstein & Partners and Kawasaki Motors Corp., U.S.A., proudly announces the launch of a groundbreaking Super Bowl commercial for Kawasaki, titled “Mullets.” This ad marks Kawasaki’s entry into Super Bowl advertising, showcasing the new Kawasaki RIDGE® side x side, a vehicle that symbolizes a perfect blend of work and play.
Filmed over two days in the scenic landscapes of Vancouver on a ranch owned by a former stuntman, the commercial, under the creative vision of directors Dave Laden and Christopher Gruse, features two adventure seekers who magically grow mullets upon entering the Kawasaki RIDGE.
Wrestling legend Steve Austin, a long-time Kawasaki enthusiast and brand ambassador, makes an appearance, bringing authenticity and star power to the ad. Austin’s first dirt bike was a Kawasaki, fostering his enduring affinity for the brand.
As the duo races across backcountry trails, they encounter CG creatures – an Eagle, a Bear, and even a Turtle – each sporting their unique mullet hairstyle. These creatures, intrigued by the abilities of the Kawasaki RIDGE, add a humorous and memorable dimension to the ad.
The Mill’s expertise in CG FX, grooming, and lighting shines as each character and creature’s hair growth simulations were meticulously crafted. Innovative 2D compositing techniques were used to integrate these simulations seamlessly, creating a lifelike and engaging visual experience.
“We’re thrilled to have worked on this unique project with Kawasaki,” said Christian Nielsen, Creative Director at The Mill. “Our team used the latest in-house grooming tools and pipeline to ensure each mullet was perfectly tailored to match the characters’ personalities and styles. The collaboration with the agency and directors was instrumental in infusing the spot with the right balance of humor and adventure, making it a standout piece for this year’s Super Bowl.”
In the Kawasaki project, The Mill seamlessly integrated Autodesk Maya into its comprehensive rigging, animation, and rendering pipeline. Augmenting its capabilities, The Mill employed its proprietary grooming tool, “furtilizer,” while incorporating velum simulations in Houdini. The final rendering was accomplished through Autodesk Arnold renderer.
“The implementation of the Arnold hair shader in this context facilitated the attainment of remarkably detailed hair, empowering us to achieve a level of visual intricacy that significantly elevated the overall quality of our output,” said Nielsen.
Mark Benson, President of The Mill, emphasized the significance of this project: “The Super Bowl is not just a sporting event; it’s a showcase of the advertising industry’s best work. This collaboration with Kawasaki showcases our commitment to always harnessing creativity and technology in the most innovative ways. We’re excited to add this piece to our Super Bowl ad legacy.”
The Mill is renowned for creating memorable Super Bowl commercials, and this latest collaboration with Kawasaki is a testament to their continuous innovation and creativity in advertising.
“At Autodesk, we empower our customers across industries – from architecture and engineering to design, manufacturing, media and entertainment – to design and making literally anything,” said Dara Treseder, CMO, Autodesk. “We are humbled to see one of our visual effects partners, The Mill, debut Super Bowl spots made with our software, showcasing how Autodesk’s design and make platform helps make the magic behind the magic we see on screen. We are equally thrilled that Autodesk’s Marvel activation at Sphere, which was also brought to life by The Mill, was nominated for a VES Award for Outstanding Visual Effects in a Special Venue Project. Together, we’ll continue to demonstrate what can be designed and made when creative technologists and visual effects artists use Autodesk software to tell the stories that inspire us all.”
