I was invited by my friends at Tendril to co-direct and design the animations for a series of seven spots for U.S. Cellular. This extensive campaign was developed in two phases during late 2011 and early 2012 in Toronto.
The idea behind the spots was to capture a series of 'testimonial' style moments and then spice them up with playful animated elements. In some cases the animated elements correspond directly to what is being said, and in others they more generally underline the benefits of USCellular's rewards program.
We had a lot of fun exploring different possibilities for each spot and tried to give each a different flavour. Although all the animated elements are CG, we wanted them to have hand-made charm. We eventually got what we wanted by establishing a palette that consisted of everyday materials like cardboard, construction paper, balsa wood, balloons, plasticine, string, and wire. On the animation end, we created stop-motion feeling for some shots by animating on two's and in a few places creating and swapping unique 3D geometry for each frame of animation—a kind of 3D simulated claymation.

You can also find some extra material about this campaign at danielpommella.com or tendril.ca


Client: US Cellular
Agency: Publicis & Hal Riney
Agency CD/AD: Rich North
Agency CD/CW: Adam Koppel
Agency Executive Producer: Debbie Chin

Production Company: Blacklist
Executive Producer: Andrew Linsk
Producer: Alexander Unick

Live Action Production Company: Park Pictures
Live Action Director: Chris Wilcha
Executive Producer: Jackie Kelman Bisbee, Dinah Rodriquez
Producer: Nina Shiffman

Animation Director: Tendril
Creative Directors: Chris Bahry, Daniel Pommella, Alexandre Torres
Executive Producer: Kate Bate
Producer: Anne Deslauriers
Art Director: Daniel Pommella
Designers: Vitor Cervi, Luis Guillherme, Joao Lavieri, Vini Nascimento, Daniel Pommella, Luciano Pommella, Andrew Vucko
Lighting & Rendering: Brad Husband
Modeling: Luis Guillherme, Ben Pilgrim, Luciano Pommella, Marcin Porebski, Andrew Vucko, Natan Zuanaci
3D Animation: Luis Guillherme, Kim Leow, Vini Nascimento, Ben Pilgrim, Marcin Porebski
2D Animation: Daniel Luna, Leo Mateus
Compositors: Chris Bahry, Brad Husband

Editors: Justin Trovato, Luc Giddens of Cosmo Street
Cosmo Street Executive Producer: Jerry Sukys

Finishing: Mark Leiss of Arsenal FX
Arsenal FX Producer: Sabira Khan

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