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Murphy’s ‘Turning Irish’ advert

St. Patrick's Day is a time of great celebration and Irish cheer, a sentiment perfectly embodied in an AICP Award-winning spec spot for Murphy's beer with transformational postproduction led by Shade Founder and VFX Director Bryan Godwin.

Watch as a CG miracle in transforms a dark-skinned bar patron into a full-blooded, pale Irishman over the course of drinking his brew.

After the bartender serves a frothy Murphy's to our hero protagonist, he slowly becomes a little more Irish with each swig: he takes one drink, his skin noticeably lightens; the barkeep passes, the customer's hairline recedes; he takes another drink, his sideburns lengthen; a third drink, his moustache spirals into a curlicue shape; the bartender passes again, the man's face is bloated.

Finally, the fully transformed beer lover downs the last of his beverage and stumbles off his barstool and into the night.

In order to achieve the pitch-perfect comedic effect, the facial hair transformation had to be completed not only on the original actor, but also on the man he transforms into, who was clean-shaven in the original cut

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