Fin Design + Effects helps bring Challenger into the fold in latest campaign via 303Lowe, Sydney
In March 2013, 303Lowe contacted Fin Design + Effects about an exciting series of scripts for its client – Challenger Limited via 303Lowe, Sydney.
Fin Design + Effects has just finished the remaining spots. The trio of 30 second scripts humanise the often dry world of financial products by turning each spot into an allegorical story set in a world of stop motion animated origami.
The agency and client were in no doubt that the look they were after was that of hand-crafted paper animation. But shooting stop motion is a very labour intensive process, which offers little in the way of flexibility after the shoot. It suited everyone involved to make use of the tremendous flexibility that a CGI approach can bring, but it was only after an exhaustive series of test renders that Fin demonstrated that the densely textured appeal of a real world shoot could be maintained in a CGI execution.
Starting with pencil sketches and real folded paper, every leaf, tree, shirt and character was constructed authentically in a style that was firmly planted in the physical, everyday world. Sets were constructed and shots lensed keeping in mind the numerous restrictions that would constrain a real-world origami shoot. In the final rendered images, light passes through translucent sheets of newspaper just as it would in real life and the world appears in narrow focus as though filmed through a 1970s era anamorphic lens.
At the end of the project, Fin’s creative team could look back with satisfaction at a trio of spots that truly reaped the rewards of having a supportive client. In being willing to push the imagery unusually far into a palette normally reserved for Tim Burton’s latest offering, Challenger have walked away with some work that should stand out in a crowded commercial break.
2 Comments
Solid work
Taking CGI to yet another level..very cool!