Strange Beast directors Kijek / Adamski create 'Awesome' film for Curtin Uni via Marketforce Perth

Curtin_Degree_7.jpgExciting Polish directing duo Kijek / Adamski have unveiled their latest project, an intricate-yet-elegant stop-motion promotional film for Western Australia's Curtin University via Marketforce, Perth.

'Degree' uses thousands of paper shapes to create a morphing effect, demonstrating the diversity of the university's students around the world, the positive impact that attaining a degree from Curtin can have on their life and how "awesome awaits" its graduates.

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Marketforce approached London-based production company Strange Beast having seen Kijek / Adamski's mesmerising music video for Shugo Tokumaru's track Katachi with a view to creating a film in a similar style.

"They wanted to create a piece that represents awesomeness," enthused the directors.

Bryan Dennis, Head of Art at Marketforce explained, "We saw Kijek/Adamski's work for Kitachi and loved what they did, so took the punt and asked if they wanted to bring their expertise to our idea and script. We wanted the end result to be an authentic work of art, made by hand, not computer generated."

Despite employing a similar animation technique to that used in Katachi, the directors used different materials to achieve it - notably laser-cut paper shapes instead of plastic ones, each one hand-painted in a lengthy painstaking process.

"We wanted to keep the texture of the silhouettes, showing the handmade material as an important human touch in the general technical smartness," explained the duo.

Kijek / Adamski shot the film in their native Warsaw. With the client and agency in Australia and production run by Strange Beast in London, the project was a global collaboration.

"The production was so smooth. We proved that there are no boundaries anymore," said the directors, who pointed to their favourite parts of the film: "We like the moments where the installation turns into a rhythmic, abstract piece. It's almost hypnotising."

The TVC kicks off the important school leaver recruitment period for Curtin University.

"This is a critical period for us, for all universities", explained Ty Hayes, Chief Marketing Officer. "We have noticed a trend towards homogenisation of university advertising. We are all out there saying similar things in a similar way to similar audiences. We put the challenge to Marketforce to break the mould, stand out and be noticed. I think they clearly delivered on that brief - the final result is bold, innovative and aligns perfectly with the Curtin brand."

As an additional element to the campaign, Marketforce, OMD, and Curtin, have incorporated Shazam into their strategy, using the audio search engine to direct viewers to key Curtin video content, the recruitment landing page, and Curtin's social media assets.

In doing so, Curtin have become the first WA-only advertiser to incorporate Shazam into their advertising. They are also fortunate enough to be the first advertiser globally to use Shazam's new tag results page format.

"This was a real labour of love for all involved," said Brendon Lewis, Group Account Director at Marketforce. "Stop frame animation is a long, arduous process and requires a full commitment from all involved to get the best result. As our first major TV work for Curtin, we're really proud of the result and excited by where the Awesome Awaits platform can take the Curtin brand.

Curtin University: 'Degree'
Production Company:  Strange Beast
Directors:  Kijek/Adamski
Executive Producer:  Sam O'Keefe
Producer:  Geraldine McCarth
Agency:  Marketforce
Art Director:  Bryan Dennis
Copywriter:  Ryan Yip
Producer:  Triona Crowley         
Account Team:  Brendon Lewis, Evan Murie, KJ Hart
Media Director: Cindy Henderson, OMD
Curtin University: Ty Hays - Chief Marketing Officer
Curtin University: Paul Cavanagh - Director, Marketing and Creative Services
Production Studio, Poland:  Film Produkcja Sp. z o.o.
Warsaw Shoot Producer:  Kasia Rup
Production Assistant: Ania Szymanek
Gaffer: Iga Pop
Grip:  Edwin Wolski
Stage Hand:  Artur Giemza
Making of:  Filip SkroĊ„c
Post Production:  Absolute Post
Colourist:  Matt Turner
Post Production: Boogie Monster
Sound: Soundbyte
Music: Liquid Studios

9 Comments

Sigh said:

Yet another example of borrowed style over substance.

rob said:


@sigh

what are you talking about?

that was a very well executed animation with a nice idea at its heart.

care to share the amazing work you've produced?

thought not.

Groan said:

@Rob
Nobody is disputing that this is a fantastic piece of animation. But you just have to watch the original Katachi piece to realise how much of this is borrowed equity (go to http://vimeo.com/58022280, start from about 32") If the agency wanted to use Kijek and Adamski to co-create, that's fine. Be brave, give them free reign and see what they come up with. Their reel is full of weird and wonderful stuff. But why simply ask them to reproduce something they have already won with at D&AD and elsewhere? The end result leans too heavily on the directors craft and execution to carry what would otherwise be a straightforward announcement ad. As far as I can see - and I am with Sigh on this - the only thing the agency have added is wall-to-wall voiceover. And they didn't even go to the trouble of finding an interesting VO.

rob said:


@groan

i dont agree.

that studio look to have mastered a particular type/style of animation. to say that can only see the light of day once is to limit creativity rather than foster it.

what would happen if everything is dropped after its been done? there would be no evolution, exploration or growth in anything.

additionally, how do you expect creatives to be able to fund their work if they cant capitalise on their talents by on selling them for a commercial market.

youve seen it so you know where its come from. but the reality is 99% of the people that this will reach will take it for what it is - an amazing piece of work.

the agency say talent and leaned on them for their craft and execution - i dont see anything wrong with that.

Bob said:

Yes Rob but in this case, apart from making the shapes out of paper instead of plastic (who noticed?), and shooting it on a white background, there's been none of the exploration evolution or growth you speak of. It's just what they've done before accompanied by a dull V.O

Groan said:

@Rob

I guess we'll just have to differ in our opinions. As I said, it's a lovely piece of animation. I would love to have seen what these guys could have done with the money and an open brief from the agancy

rob said:


@groan agreed

@bob - that was more of a general point rather than specifically related to this work

cheers

The Plagiarist said:

There is something ironic about selling a university using other people's original ideas you found on the internet.

yeah but said:

@theplagiarist

you didn't read the article did you

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