McCANN ERICKSON SYDNEY, Sydney / MASTERCARD / 2011
Into the third year of the Debit MasterCard Priceless Music Campaign – a series of intimate gigs in exclusive venues, we set out to refresh the TVC to a more contemporary and raw style designed to appeal to our jaded Gen Y audience.We wanted the design to be made of real materials all captured in camera; a conceptually dynamic piece with visual honesty at its core. To this end we built featured elements from paper, wood, ribbon, metal washers, wool roving, charcoal and an array of organic elements. We then output the models through a program made especially for un-wrapping 3D design ready for it to be printed and folded together as paper models. Characters were animated by character animators in Flash, the frames then being printed out and used as templates for the characters to be cut out of plywood. Each plywood frame was then painted up and used in 2 frames of the commercial. This replacement style of animation was labour intensive, but worth it to create real sequential objects we could capture in camera. Playfulness and fun was the key to conceiving and creating the spot and I think this is broadcast in the result.
More Entries from Animation in Film Craft
Best Use of Music
GOVERNMENT OF INDIA MINISTRY OF RAILWAYS, OGILVY & MATHER
More Entries from McCANN ERICKSON SYDNEY
WORLD KITCHEN, McCANN ERICKSON SYDNEY
MASTERCARD, McCANN ERICKSON SYDNEY