23 and Me
Ancestry, Reinvented
Client
23 and Me
What We Did
Design, Animation, Compositing
Ancestry, Re-Imagined
People are fascinated by two things which always get old. Their family and antiques. In this ad, Mark Wahlberg steps out of the dusty attic to bring a fresh approach to one of the oldest past times, genealogy. Shot by ModOp Films in LA, we step though the modern loft space to demonstrate the new technology behind 23 and Me’s defining product.
Tracking and planning were key to this. Transparent plates had to be built and Mark removed from the frame to get the refraction on the clear elements done right. A wall of the regions in the background offers a glimpse into the genetic paths all of us took to become who we are.
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