Sheetz – Fairy Headquarters

Shoot supervision, editorial, compositing, animation / Agency: Tattoo Projects

What do magical fairies do Mon-Fri, 9-5? According to SHEETZ they report to middle-management and huddle around the office water cooler just like the rest of us!

SHEETZ continues it’s “Fairy” campaign with a super fun spot, and introduces the new upgraded model – Fairy 2.0! BLUE was brought back in the mix for shoot supervision, post, and effects, again in partnership with agency Tattoo Projects, with Buffy MCoy Directing. (Charlotte, NC).

“Fairy Headquarters” presented a unique challenge in populating an entire office worth of flapping, sparkly wings. “We had a lot of planning in pre-production to figure out the best way to capture an office setting with lots of fairies going about their business. Ultimately we split most of the shots into individual plates which allowed us greater flexibility in roto and composite when we stitched everything together.” – Howard McCabe, Owner/Creative Director.

Once we had all the footage in-house the next challenge was how to “upgrade” our new fairies. “We did several passes at new wing designs, and ultimately landed in a great spot. We had to make sure they still looked like fairies, but were clearly a new model.. So to speak.” – Rick Malwitz, Senior Designer.

The message of the spot was centered around the new SHEETZ app update, the fairies being representative of how quickly new technology can surpass its predecessor. Even fairies, it would seem, are not immune to the steady march of progress.