Redefine Meat™ - Cow Repurposing Institute - This redefines everything (2022) 1:15 (UK)

Redefine Meat™ is a new plant-based meat, developed for people who love meat. Meat that's delicious, good for the environment, and kind to animals. The trifecta! 

 

In this campaign, Redefine imagines a utopian future, where cows are finally not being used as meat-but instead, used for more creative purposes. 

This brand awareness campaign was distributed online, with a landing page and some offline activities such as pop up events,  and free giveaways of cans filled with "cow fart" odors to people around the UK.

The directrors TSFM explain:

As cow- hugging people, we knew immediately that we can't possibly film any real cows so we turned to the team at Televisor to create CG realistic cattle.

Our biggest challenge was making the cows feel real, and our approach was to minimize movement, so they will feel as if they're just standing there, looking around.

Directors & Editors: Noam Sharon & Tal Rosenthal (Too short for modeling)

Creative director: Alon Seifert

Producers: Ariel Pridan & Ran Harush Hitman

DOP: Roman Linetsky

Art Director: Michael Sasson

VFX & post Creative Director: Ilan Bouni

Post production producer: Rutie Keinan

Focus Puller: Gabi Weissman

Gaffer: Lior Pery

Grip: Moshe Bukman

Assistant Director: Tamar Manches

Set Dresser: Dula Adir

Wardrobe: Oren Dar

Makeup/Hair: Rinat Aloni

Casting: Rutie Blum

Drone Operator: Guy Mador

Special Effects: Pini Klavir

Production Co-Ordinator: Noa Shtern

Location Manager: Eran Trabelsi

Production Manager: Or Amiad

Food Shots:

Director: Ariel Pridan

DOP: Ben Yuster

Focus Puller: Ofir Karlstadt

Gafer: Dror Idan

Grip: Ofer Almog

Special Effect: Yuval Kedem-Galileo

Post Production & Animation House: Televisor - Warsaw

VFX Supervisor: Karol Zakrzewski

VFX Supervisor: Krzysztof Fendryk

Modelling: Piotr Kujko, Sławomir Wolski

Rigging: Igor Surin, Arkadiusz Topolski

Tracking: Arkadiusz Topolski, Łukasz Klimkiewicz

Rotoscopy: Dominika Kowalska

Rendering: Michał Pruski, Bartek Dąbkowski

Groom: Grzegorz Jankowski

Texturing: Piotr Klimek

Mattepaint: Wojciech Świątek

CG Support: Alex Klekta, Marcin Derewońko, Piotr Klimek, Aliaksei Struts, Mariusz Płudowski

Compositing: Pavle Milicevic, Bartosz Lis, Bartosz Woltański, Łukasz Gregorek

Animation: Paweł Woźniak, Janusz Ordon

Colour Grading: Przemysław Resil

Postproducer: Olga Kotas

Sound Editor: Yael Haim

Music: Daniel werthiemer