Strange Beast directors Kijek / Adamski create 'Awesome' stop-frame film for Curtin University

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

'Awesome Awaits' 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.

Watch the spot
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."

Watch the 'Making of' film

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.

Credits
Production Company  :  Strange Beast
Directors  :  Kijek/Adamski
Executive Producer  :  Sam O'Keefe
Producer  :  Geraldine McCarthy
Agency  :  Marketforce
Art Director  :  Bryan Dennis
Copywriter  :  Ryan Yip
Producer  :  Triona Crowley         
Account Team  :  Brendon Lewis, Evan Murie, KJ Hart
Strategic Planner  :  Nicole Cikarela
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

About Kijek / Adamski
Kijek / Adamski are Katarzyna Kijek and Przemyslaw Adamski, an extraordinarily versatile directing duo from Warsaw, Poland. The pair are constantly innovating and with skills in live-action, stop-frame, hand-drawn animation and installation, they ensure that each project is different from the last.

Also great creatives, Kijek /Adamski work in absolute synergy and whether executing a commercial brief or a fashion film, they always create a feast for the eyes. Their PVC stop-frame film for Shugo Tokumaru's Katachi garnered worldwide media attention and was screened at several festivals including Pictoplasma in Berlin, Annecy in France and the LA Film Fest, where they won the Audience Award for music videos.

About Strange Beast
Strange Beast is a design-focused production company; a team of international directors and collaborators working across installation, live events, spatial design, animation and branding. They are described as having a nimble and sophisticated approach to content creation where a perfect blend of experience and unseen talent combine to bring creative innovation to any project. Led by Executive Producer Sam O'Keefe, the Strange Beast Studios are in London and they share studios with Passion Pictures in New York and Paris.

3 Comments

In a nutshell said:

This comment from the national blog sums it up. 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.

Advisor said:

As Bill Bernbach once said 'only ever apply a technique to an idea not an idea to a technique.

kegs said:

Saves time and money to apply technique to an idea and also apply an idea to a brief. Happens too often in adland. Not enough thinking.

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