The creative team at Happy Machine and Hogarth Worldwide implemented this unique combination of live-action and 3-D generated people to form a 'flash mob' to deliver the message to consumers: That you get "more" from Brilinta.
On-screen ethnically diverse actors were shot against green-screen for the opening close-up in order to customize for various global markets. Once the main talent greets the viewer, the camera then dollies back, allowing him/her to blend into the congregating 3-D crowd via seamless digital compositing. The virtual camera then tilts up to reveal the crowd assembling to form the word, "more."
This technique was later re-purposed to produce 11 variations of the word "more" to facilitate each market and corresponding language.