Rushes Complete Work On Ads For Fuller's London Pride

Rushes have completed VFX and colour grading for four commercials and four virals (plus a number of spots for the internet) for Fuller's London Pride conceived by DCH and realised by HLA.
Featuring Top Gear presenter James May, this is the biggest scale campaign and marketing investment by Fuller's yet, with its venturing into social media. The integrated campaign launched on October 12 and consists of TV and outdoor as well as a dedicated Facebook page.
The series of humorous TV executions play on May's persona and genuine love of Fuller's London Pride, showing him in his natural habitat: the great British pub.
The first production to air is Walk and centres on May stepping out of the house and walking to his local pub. "This is the one thing I'll walk somewhere for," he says to camera. The barman, sensing May's impending arrival, is prepared and places an inviting pint of London Pride in front of him.
Director John Hardwick (HLA) commented: "These spots are for beer and they take place in a pub. A hard starting place, when you want to show off an object of beauty to its fullest potential. So, what do you do? You get Rob Hardy behind the camera and Simone Gratarolla behind the Resolve Colour Grading system balls. Between them, they lit and coloured these spots with just the right type of natural beauty that they required.
"Simone did an incredible job with his numerous 'nodes' and it was a very proud moment when he informed me that he'd broken his node record by employing 23 on a single shot. Go nodes! Seriously though, Simone did an amazing job bringing some gorgeous cinematography to life. The work he did to enliven a wide exterior shot on a flat day that we had no chance of lighting it all was a near miracle of ball manipulation and the results are some of the loveliest looking images I've ever had the pleasure to shoot and grade."
(KMcA/GK)