Census '2011'

Framestore has helped hand power to the people with a new commercial from Bray Leino and RSA's Stuart Rideout that encourages communities to shape their futures through the census. The campaign features symbols of public services made from purple origami in the style of census's folding 'C' logo.

The ad was shot on location in Cardiff and VFX supervised by Framestore's George Roper. A creative decision was taken to keep the effects in-camera as much as possible. So rather than creating the public service icons in 3D, they were dressed on location and enhanced in Flame: the bus was clad in purple aluminium and its pointy wheels were added in post; the football close-up was shot on wire against bluescreen and some hospital origami sheets were extended in Flame. In fact, the hospital itself was actually a 3ftx3ft model, shot on location in identical lighting conditions and then composited into the scene.