Rodeo FX has released a visual effects breakdown showcasing the creation of a 30-second FM Insurance commercial featuring a flowing metallic ribbon moving through industrial, office and hospital environments against dramatic ocean imagery. Developed by the studio's Paris advertising team, the project combines abstract visual design with photorealistic CGI.
Turning a Metallic Ribbon Into a Visual Story
Directed by Antoine Bardou-Jacquet, the commercial uses a silver ribbon as a recurring visual element connecting different environments. Rather than demonstrating a conventional product, the ribbon suggests protection, strength and continuity. The creative challenge was making an abstract object feel convincing in realistic surroundings while maintaining a consistent visual identity.
Building the Ribbon Entirely in 3D
According to the breakdown, Rodeo FX created the metallic ribbon entirely in 3D. Its reflective surface, flowing motion and relationship with the surroundings form the centerpiece of the commercial. The studio also built environments in CGI, incorporating set extensions and matte painting to maintain visual consistency across locations.
From Industrial Spaces to Ocean Imagery
The film moves between a factory, office and hospital, using the ribbon to connect the scenes. Ocean imagery adds a contrasting natural force. For CGI artists, this production illustrates the challenges of reflective materials, environmental lighting, transitions and coherent art direction. A detailed public list of the simulation and rendering software has not been confirmed in the cited report.
A Commercial Built Around CGI
The project was produced with Digitas and Partizan. Credited Rodeo FX artists include VFX supervisor Guillaume Dadaglio, CG supervisor Nims Bun and lead environment artist Loïc Frimat. The studio also collaborated with artist Fabien Barrau on print visuals. The result demonstrates how one recurring CG element can connect different scenes and communicate an abstract concept.
