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City Harvest: Apples

How do you like them apples?

Editor's Pick

Draftfcb teamed up with The Mill, New York to create this eye-popping PSA for the City Harvest Food Rescue Organization.

The spot uses hundreds of thousands of apples to depict how much food is wasted in NYC each day.

The spot was produced end to end out of The Mill, which orchestrated a mix of real iPhone footage and 500,000 CGI apples. The live action component was shot on an iPhone, for which The Mill created a bespoke tracking rig.

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About

Credits
Date
Nov 23, 2009
Agency:
Draft FCB New York
Chief Creative Officer:
Michael Simons
Client:
City Harvest
Executive Creative Director:
Keith Loell
Senior Copywriter:
Greg Wikoff
Senior Art Director:
Todd Eisner
Junior Art Director:
Brad Muramoto
Senior Producer:
Liz Haberman
Senior Business Manager:
Jennifer Rubin
Production Company:
The Mill - New York
Director:
Angus Kneale
Director:
Yann Mabille
Producer:
Dan Roberts
Line Producer:
Richard Schwab
Editorial:
The Mill - New York
Editor:
Angus Kneale
Editor:
Yann Mabille
Editor:
Vincent Baertsoen
VFX:
The Mill - New York
Creative Director:
Angus Kneale
Joint Head of 3D:
Yann Mabille
VFX Producer:
Dan Roberts
Lead 3D Artist:
Vincent Baertsoen
3D:
Naotaka Minami
Lead Flame:
Cole Schreiber
Flame Assistant:
Gigi Ng
Combustion:
Melissa Graff
Still Photographer:
James Studdart
Still Photographer:
Alex Maxwell
Audio:
Sound Lounge
Sound Design/Mixer:
Evan Mangiamele
Sound Design/Mixer:
Philip Loeb
Executive Producer:
Gloria Pitagorsky

See more credits

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