Apr
14
Memoma: CutOut Fest 2013 Teaser
Posted in: cel animation, General, memoma
Mexico-based Memoma cel animates the hell out of the CutOut Fest 2013 Teaser.
Apr
13
Wolfberg: Google Wallet
Posted in: General
Google Wallet directed by Wolfberg.
Credits
Director: Wolfberg
MD/EP: Pavla Burgetova
Executive Producer: Megan Kelly
Line Producer: Petr Moravec
Agency: R/GA
ECD: Chuck Tso
CD: Seth Jablon
ACD/Writer: Jason Ashlock
ACD/Art Dir: Anthony Alvarez
Exec Producer: David Kalvert
Producer: Sylvain Tron
DP: Martin Matiaksek
Editor Filip Malasek
Post: Avion
Audio Post: Soundsquare
Apr
12
*** NSFW *** … but of course that depends on where you work, but in this case it would need to be a relaxed work enviro as there are some extremely graphic shots, so be warned. Oh, and btw, particles of light can make you horny.
With the release of yet another original and edgy multimedia campaign, RPA and Tool continue their fourth year of partnership in promotion of the annual Newport Beach Film Festival. This year’s package – on the power of film to elicit emotion – is the latest in a succession of traffic-stopping campaigns that have propelled the Festival to a power seat in the crowded film-festival circuit and includes a short film, print art, interstitials, program dividers, and digital art.
“Great film has the power to change you,” said co-founder and director of marketing Todd Quartararo. “Year after year, RPA and Tool have crafted campaigns every bit as powerful and unexpected as the films that make up the Newport Beach Film Festival, pushing the emotional envelope and helping to set us apart from other festivals, continuing to position ourselves as a forum for great films, and growing to a size that few could have imagined.”
At the heart of the campaign is “Mandible,” a shocking short film directed by the standout Tool duo of Erich Joiner and three-time Academy Award-winner Robert Richardson (Django Unchanged, Inglourious Basterds, Shutter Island, Kill Bill: Vol. 1 & 2). The 7:00 short portrays a vengeful dentist, who with his sadistic sidekick tears a patient’s teeth out as a penalty for not flossing. Peppered with revealing thought montages and balanced with moments of beguiling calm, “Mandible” is a lucid exemplar of the power of film, a point underscored by the dentist who closes the film, looking from his mutilated subject to ask, “Are you repelled? Appalled? Amazed? Amused? We’re particles of light on the screen, but we can make you feel anything.”
“We wanted to demonstrate the power of film by taking audiences to a heightened state of emotion and then pulling them back to reality, reminding them that they’re watching particles of light on a screen,” said RPA Creative Director Scott McDonald. “We forget that many of our memories, sorrows, romantic urges and inspirations have been generated by something that is actually not there. Film is incredibly seductive. Watching can be a transformative experience that changes your worldview. This is what the Festival is all about. We wanted to create an artful, provocative piece that demonstrates that idea and also pushes the boundaries of what a festival promotion can be. And we definitely had the dream team to do it.” As in years past, RPA and Tool took a renewed creative approach, determined to push boundaries and craft something that would shock even the seen-it-all film set. This year’s advertising breaks away from the traditional 60-second format, evolving into a seven-minute showpiece that communicates the power of film. The film will live on the Festival’s site as well as YouTube, and a :60 teaser will run before select films at the Festival. Signs throughout the Festival will remind the diverse audience of the power of particles of light to make people angry, ecstatic, sad or aroused. The campaign also includes theater, print, digital, outdoor boards, a program book and interstitials. Print will run in the “Los Angeles Times,” “Los Angeles Magazine,” and “Esquire”. Social-media activations will include an integrated Twitter and Vine campaign featuring six-second videos. The Festival will run throughout Newport Beach and Costa Mesa, beginning April 25 and concluding May 2.
As in years past, RPA and Tool took a renewed creative approach, determined to push boundaries and craft something that would shock even the seen-it-all film set. This year’s advertising breaks away from the traditional 60-second format, evolving into a seven-minute showpiece that communicates the power of film.
The film will live on the Festival’s site as well as YouTube, and a :60 teaser will run before select films at the Festival. Signs throughout the Festival will remind the diverse audience of the power of particles of light to make people angry, ecstatic, sad or aroused. The campaign also includes theater, print, digital, outdoor boards, a program book and interstitials. Print will run in the “Los Angeles Times,” “Los Angeles Magazine,” and “Esquire”. Social-media activations will include an integrated Twitter and Vine campaign featuring six-second videos.
The Festival will run throughout Newport Beach and Costa Mesa, beginning April 25 and concluding May 2.
Apr
12
Launched last summer, but worth a re-check if you’ve already seen it: The team at Loyalkaspar – led by Creative Director Daniel Dörnemann – partnered with Fuse’s Brad Schwartz, SVP Programming and Operations; and Marcelle Karp, VP Creative Services, to completely reimagine the Fuse brand.
One of the interesting components to the rebrand is Loyalkaspar’s use of what they call “Beat Expressions” – super short bumpers, some only 1 or 2 seconds long, that pop on the screen at any moment during commercial breaks as a way of keeping viewers hooked in and the brand constantly present. The creation of Beat Expressions is a response to both Fuse as a brand, but also to it’s audience that is used to concise communication via texting and Twitter.
According to Dörnemann, the network had evolved over the past 4 years with new original shows, and they recognized that it was time for more than just a refresh. Fuse wanted to truly address the needs and expectations of the millennial generation, or ‘music omnivores,’ as they dubbed them.
“Fuse wanted a true rebrand built from the ground up that was current, expressive and recognizable in every element,” Dörnemann says. “Music fans today want to be informed. Information is social currency to them, and this rebrand is all about giving Fuse the tools to inform and communicate like a friend rather than an institution. They wanted it to feel authentic without layers of marketing speak, and they wanted to position themselves at the center of all things music.”
Structured, Simple Graphics
That attitude is present in the Loyalkaspar design – which includes an array of IDs, bumpers and a unified on-air look that can communicate trending news at any time during programming, incorporating Twitter quotes, Instagram images and other social network interaction.
Additionally, the company designed a comprehensive promo tool kit that is adaptable for broadcast, web and print, as well as a network branded show package so all of Fuse’s individual shows speak the same visual language as the network.
From a design perspective, the rebrand features a structured, simple graphic look incorporating straightforward and clear typography contained within black or white rectangles, which provides a stark, provocative effect that allows Fuse to convey their message graphically, rather than through voiceovers.
The on-screen type is juxtaposed with intimate original photography that stands out for its ‘captured moment’ quality – as if it was spontaneously shot with a cell phone camera. In truth, Loyalkaspar commissioned several professional photographers in different parts of the country to document slice-of-life-moments of youth culture in action. The photos and typography are locked rhythmically to a soundtrack that favors pulsating techno/dance grooves, hip-hop flavored beats and indie-rock distortion.
Unconventional Thinking
Of course when you work with an unconventional brand like Fuse, you have to expect some unconventional thinking. That is on full display in several interesting creative choices Loyalkaspar made, including the aforementioned lack of voiceover and placement of the Fuse logo bug in the center bottom of the screen, rather than in the traditional corners. The agency also created an array of short bumpers, some only 1 or 2 seconds long called “Beat Expressions,” that can pop on the screen at any moment during commercial breaks as a way of keeping viewers hooked in, and the brand constantly present.
“We wanted to give the network a flexible ID system that allows them to interact with their audience in the same way that the Fuse audience communicates with one another, through short bursts via texting or Twitter. This helps to create a sense of rhythm that makes the brand itself function almost like a song,” Dörnemann explains.
For Herbruck, Loyalkaspar’s Co-Founder/Partner, working with Fuse again was all about capturing the network’s commitment to music and authenticity.
“We wanted to convey Fuse’s passion for music through a dynamic, expandable brand reflective of the fast-paced, ADD lifestyle of today’s ‘millennials,’” Herbruck says. “We literally wrote the book on how Fuse speaks with its viewers by developing a distinctive brand voice as part of the overall brand philosophy guideline to assure that Fuse remains consistent and fresh as it continues to grow over the years.”
Apr
12
Psyop: Toxic Litter Everywhere
Posted in: art, cg, vfxPsyop was recently featured in the New York Times for their work on this PSA for Earth Day entitled, “Rethink Butts”
Psyop partnered with The Butler Bros to develop a new set of Public Service Announcements (PSAs) for Legacy and Leave No Trace. The “Rethink Butts” campaign, which kicked off in an exclusive with the New York Times today, aims to raise awareness, spark discussions, and encourage the general public to think about tobacco trash in a new way.
“Despite the fact that so many Americans are hyper-concerned about the environment and are eager to recycle household items and pick up litter, there remains a total disconnect when it comes to flicking cigarette butts onto our streets and into our waterways,” explains Dr. Cheryl Healton, DrPH, President and CEO of Legacy. The campaign urges viewers to “Rethink Butts” and take a new perspective on this environmental issue.
“We set out to reposition cigarette butts from merely an unsightly form of litter to what they actually are — toxic waste,” said Butler Brothers Director of Creativity, Marty Butler.
Psyop drew inspiration from a variety of ecological disasters, including the recent toxic sludge tsunami in Hungary, as well as abandoned oil rigs and factories.
“From the initial pitch style frames, we increased the scale of the factory by five times,” commented Psyop Creative Director, David Chontos. “This increased the level of detail across the entire design, which led to a tremendous amount of additional texture painting and modeling.”
Modeling and animation for the PSA was completed in Maya, while all the liquid effects were simulated using RealFlow. The spot was rendered using Arnold in Maya, and compositing was carried out in Nuke and Flame.
Apr
12
KLM: Claim Your Place In Space
Posted in: event, Interactive
RAPP together with DDB & Tribal Amsterdam launch KLM SPACE, a campaign that offers people the chance to win a real spaceflight aboard the SXC Lynx
KLM Royal Dutch Airlines is offering a ticket to space for the winner of a social media campaign: ‘Claim Your Place In Space‘, leads up to an event on 22 April – when a balloon holding the space ticket goes loose and ‘live’ from area 51 in Nevada desert, USA. From a digital grid on the website, choose where you think the balloon will pop. The person choosing closest to the actual pop will win a ticket that is “out of this world” — a ride in space.
The balloon will contain cameras and a GPS-tracker that stream data to klm.com/space where the balloon’s progress can be followed live. As the balloon approaches the outer atmosphere it expands and eventually pops. On the website people can predict where the balloon will pop by claiming their place in space before the balloon takes off. The best prediction wins the ticket to space.
KLM Royal Dutch Airlines has always been a pioneer in air travel. Space Expedition Corporation (SXC) is a revolutionary space project that aims to launch the first commercial space trip from the Caribbean island of Curacao. KLM supports SXC in finding a way to make space accessible in a responsible, sustainable manner. This underlines KLM’s pioneering spirit and highlights the entrepreneurial characteristics of KLM.
Apr
12
Buck: National Geographic “’80s Ident”
Posted in: Buck, cel animation, General
Buck! ’80s! America! Boom!
Credits
Directed by: BUCK
Executive Creative Director: Orion Tait
Executive Producer: Anne Skopas
Creative Director: Thomas Schmid
Producer: Kevin Hall
Design: Thomas Schmid, Fede Reano, Kyle Mowatt
CG Supervisor: Ryan O’Phelan
Previs: William Trebutien, Ryan O’Phelan
Modeling: Arvid Volz, Brice Linane, Martina Stiftinger
3D Animation: Ryan O’Phelan, Trentity DeWitt
2D Animation: William Trebutien, Fede Reano, Kyle Mowat, Thomas Schmid, Emmanuelle Leleu, Sebastien Iglesias
Composite: Thomas Schmid, Fede Reano
Male Model: Brice Linane
Music and Sound Design: Antfood
Software: Flash, After Effects
Apr
11
Parallel: Nespresso Mobile
Posted in: General
Parallel (Quentin Baillieux and Raphaëlle Tinland) is the team that brought you the lovely Pernod Ricard spot. Love the lighting across the angular designs.
Credits
Directed by Parallel
Art direction: Quentin Baillieux
Animation: Florent Remize
Compositing: Philippe Valette, Laurent Ulvoas
Production: ChezEddy
Agency: Soleil Noir
Apr
11
The Architect titles
Posted in: cinematography, Design, directing, Motion, photography, typographyI just launched this title sequence for an imaginary film with my favorite cast and crew working in film right now.
A story about a veteran Los Angeles architect going insane, slowly disconnecting from the world around him.
A love letter to architecture, Eames and 70′s era films.
Original score by Jesse Solomon Clark
Apr
11
Control Films
Posted in: directing
Clean, sharp, visually stunning site for Paris-based Control Films.
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