Cannes Lions

SNAPDRAGON 'COMING SOON'

FRAMESTORE, New York / QUALCOMM / 2013

Awards:

2 Shortlisted Cannes Lions
Case Film
Case Film
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Overview

Entries

Credits

Overview

Description

The spot starts off with beautiful scenery, an army defending a castle perched on a mountain top and a powerful voice announcing “this summer a dragon is coming,” giving the viewer the perception they're watching the trailer for an epic fantasy movie. What they're actually viewing is a smart cheeky :60 commercial highlighting the attributes of Qualcomm's Snapdragon Processor through the iteration of a smart and speedy dragon.

Execution

Developing the dragon meant creating a new icon for the Snapdragon brand. The character of Snapdragon needed to be badass yet not threatening. A creature that everyone wants in the palm of their hand. He’s cheeky and cool with the ability to impress and intrigue. Creating the character required a VFX team exploring various textures, scales, color, patterning in addition to expressions both facial and physical. From initial concept to look development renderings, the team worked tirelessly to create the perfect form. The animation team worked on various iterations of how he would hold himself and move.

In addition to the dragons, the VFX work included enhancing all the environments. Matte paintings were created to bring all the elements together in a dynamic way. Smoke trails, fire breathing dragons, water interaction and general atmospherics were all created in VFX. Compositing in Nuke allowed flexibility in the pipeline, maintaining a fluid collaboration between the team of artists.

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