This was the first project we did for Shaw. Their previous commercials communicated through type, adopting a casual, conversational approach, which they wanted to retain moving forward. However, they were interested in introducing some supporting design elements around the type to help tell the story and keep the viewers interest. Their product offerings are all colour specific, so for this spot we needed to use Orange, and shades thereof.
The main narrative is told predominantly through the use of typography, so our approach was to treat the type as objects, or as characters within the narrative. The way that the story told needed to be dynamic and interesting while using as few elements as possible, adding additional design elements only to enhance certain concepts. For this reason it was also important to render the 3D type beautifully, adding in reflections and treating the type as real objects in a space.
We approached the sub-narrative character animation in a similar way to the typography. We stripped the elements down to only the absolute essentials needed to tell the story. We also came up with a narrative and story-telling technique to circumvent any potential violence, which could have been problematic for the client and their brand. We also had to consider our Yeti’s modesty. His agent was not very keen on letting him expose himself or even use a body double for that matter.
Client: Shaw Cablesystems Ltd.
Client Liaison: John Lawson
Agency: BBDO Toronto
Associate Creative Director: Todd Cornelius
Associate Creative Director: Jamie Markovitch
Account Director: Olivia Mendez
International Production Company: The Ebeling Group
Local Production Company: TM
Director: Hilton Tennant
Character Design & Treatment: TM
2D & 3D Animation: TM
Music & Final MIx: Six Degrees Music Production Studios
Without risk there isn’t change. Without risk there isn’t a path, there’s nothing to learn, there isn’t progress. With no risk everything would be understood, there wouldn’t be games, we wouldn’t be able to abandon ourselves, to say no or to question reality. Without risk there isn’t transformation, everything is the same: there’s only comfort. Without risk youngsters wouldn’t be young. Being young means to risk.
At TEDxYouth@Barcelona we admire risk takers. In 2015 we wanted to celebrate the stories of young people who took the first step and have had the tenacity to keep going. Young people who power their ideas and initiatives with passion. Every. Single. Day.
For the creation of the video we decided to reclaim all these concepts associated to risk. From a free process of conceptualization, we’ve focused in the learning zone implicit in every action involving risk. To go against, to transform, to break the establishment, and finally change are different stops that have to be walked down to abandon comfort and get into risk.
Directed by Codea Studio
Produced by : Eyesberg Studio
Production Manager : Jose Vaaliña
Art Direction: Codea Studio
3D Animation: Gonzalo Fernández, Anna Martín, David Ros
2D Animation: Alex Marti, Jose Rosales
Copy & Script: Ricard Sunyol
Music and Sound Design: Pol Marqués
Shape is part of a project to get young people thinking about how the world is made around them, and where design fits in.
This film and the accompanying website was commissioned by Pivot Dublin and Dublin City Council to promote wider acceptance and use of design as a tool for positive change.
Presented by Pivot Dublin and Dublin City Council
Directed & Designed by Johnny Kelly
Written by Scott Burnett
Produced by Ali Grehan
Production company: Nexus
Nexus Producer: Isobel Conroy
Animators: Felix Massie, Joe Sparrow, Alex Grigg and Johnny Kelly
GIF wrangling: Alasdair Brotherston
Editor: Steven McInerney
Thanks to Mark Davies, Sergei Shabarov and Chris O'Reilly
Special thanks to Cllr Naoise O'Muiri and Dublin City Manager Owen Keegan for their support
Music & Sound Design: Antfood
Andrew Rehrig - Flutes
Will Bone- Trombone, Trumpets, Tuba, Baritone Sax, Tenor Sax I, Clarinets
Jesse Scheinin - Tenor Sax II
Wilson Brown - Pianos, Guitars, Synths, Percussion
Chris Marion - Strings
Composition and Arrangement: Wilson Brown
Sound design: Spencer Casey, Charlie Van Kirk, Wilson Brown and Pran Bandi
Final Mix: Andy Baldwin