Project showcase: US Cellular
All about Tendril’s playful animated elements, created to showcase US Cellular’s reward programme. Watch the cool commercial here…
Loyalty will be rewarded. That’s the message in this campaign for one of the largest wireless telecommunications networks in America, US Cellular. This 60-second advertisement explains the benefits of the company’s reward programme by using playful animated elements.
Canadian design and animation studio Tendril first became involved with the project after being approached by production company Blacklist with the brief. After pitching and winning, Tendril was then responsible for supervising the live-action shoot, designing and animating all the 3D elements, planning the choreography of the animation, and compositing and rendering.
“The most technically impressive aspect of this project was the simulated stop-motion claymation rainbow,” says co-creative director Alexandre Torres. “Even though it was done in 3D, we wanted it to look just like a stop-motion claymation. We animated it by making a new model each frame and swapping it in on a frame-by-frame basis to get the claymation effect. In total there were probably around 50 or so models that we timed out. Also, the balloons and blimps in one of the spots involved a lot of cloth simulation and tearing effects, which required a certain level of technical prowess.”
on Friday, September 7th, 2012 at 3:41 pm under Commercial, Shorts, Showcase.
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Tags: advert, Animation, claymation, cloth simulation, Commercial, Cool, stop-motion