Yggdrazil Group and Sound Suite Studio join forces to create an animation for AdFest 2015

With AdFest 2015 about to commence in Pattaya, Thailand, this year’s animation, created by Yggdrazil Group in collaboration with Sound Suite Studio has been unveiled.

Inspired by the graffiti-style logo of AdFest 2015, Yggdrazil Group had the idea of creating an animation featuring red and blue Spray characters who symbolize the fight to break away from all mental blocks and overcome the obstacles that may be standing in the way of creative ideas.

Says Adam Abdullah, CG supervisor and .Phromsorn Sripleng, senior compositor at Yggdrazil Group: “After learning of AdFests theme, ‘Be Bad’, we brainstormed to figure out how best to present this abstract topic in a concrete manner, which was actually the most difficult task. We visualized the obstacles facing creatives into big keywords, and created two spray-paint figures trying to conquer those quests.

“Graffiti art represents the concept of “thinking outside the box”, and also portrays the feeling of being rebellious. The spray-paint characters were imprisoned by the rules and the norm, but they finally broke-through and made a change. The actions and dynamic movement in the animation move the story forward with excitement.”

Yggdrazil Group then collaborated with Sound Suite Studio to create a soundtrack to accompany its animation. The music is edgy and raw, unlike anything ever composed for AdFest before.

Says Chawanet Asanasen, managing director at Sound Suite Studio: “The theme is ‘Be Bad’, so that gave us an edge to do something different – something outside the box. We wanted it to sound a little rough…a little daring, which I’m sure hasn’t been done before for AdFest’s main theme song. It took us quite sometime tweaking and fine-tuning here and there, but we are very pleased with the result.

“Working with Yggdrazil Group was a very smooth and pleasant experience. To be very honest we didn’t talk much, but we knew exactly what we needed to do after the first few briefs. So after bouncing a few ideas back and forth with each other, the actual creative process was very pleasant. It’s nice to have an alliance in pushing boundaries. It was one of my most pleasant personal working experiences, actually.”

The 2015 AdFest animation will feature prominently at AdFest, which runs from 19th – 21st March at the Royal Cliff Hotels Group in Pattaya, Thailand. The festival will feature 20 Speaker Sessions, the Young Lotus Workshop, two Lotus Award Presentations and countless other opportunities for networking with the region’s top creative professionals. Book your Delegate Passes here.