TVC: Design Direction, Art Direction, Animation, Compositing (After Effects)

Finalist: AEAF Awards 2011
Finalist: Create:Design Awards 2011

The Lab Sydney was approached early in the pitch stage for this TVC by Director Dael Oates from Prodigy Films. With style frames worked up by the CD, I took over as Design Director to lead and oversee the creation and animation of “Fuel Gauge world”, and other design elements worked on by the design team to feature in the other worlds that the i20 drives though on it’s journey: "Sound City", "Eco World" and "Versatility Tunnel".

Hyundai believes that out lifestyles can be enhanced by our cars, and so the designs incorporate those things that we all enjoy when driving, and links them with the car in one of four graphic environments that shift and change with the music. The activities and environments had to show off the styling of the car, while still allowing the i20 – the only realistic element in the TVC – stand out.

Environments were designed and built in a number of packages with a number of artists. For Example, Eco world used Maya and Nuke, while Fuel Gauge world was entirely designed and built in After Effects.
Design elements included animated speaker textures passed to 3D to build Speaker world, pop-art style textures, animated graphic elements for the tunnel sequence, and sketch-style product highlight frames for the interior of the car.

In each case, the i20 was lit on set with the final design of each location firmly in mind. Shot partly on the Sony F35 and partly as motodrive stills (interior of the car), the final piece is graphical, vibrant, and and high energy, captivating and dynamic – much like the i20 itself.

Credits:
Director: Dael Oates • Agency: Innocean • Production Company: Prodigy Films • VFX Supervisor: Marcus Bolton • Creative Director: Garry Jacques • Design Director: Scott Geersen • Design: Scott Geersen, Jessica Morgan, Ben Crick, Chris Cooper • Compositing: Scott Geersen, Jessica Morgan (After Effects), Marcus Bolton (Flame), Bertrand Polivka (Nuke) • 3D: Clinton Downs, Kanin Phemothayin, Ferry Taswin, Peter Kober • Colourist: Vincent Taylor

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