Around 3 month ago TBWA Brussels ask us to provide a work for UNICEF.
We got free hand on the design and also a big input into the storytelling.
Here we going to share a bit more about the creative process and how we managed the art direction and design.
For this video we first really wanted to keep the design really simple and based on a very restrictive color code.
For that we almost first started by create a color code to fix the art direction.
One of the first design we actually did for this campaign.
Here you can see the color code we used for UNICEF’s video.
We also used really simple shape for create a bigger graphic impact and havea quicker understanding of each actions.
We also wanted to use as simple shape we can and basically started to create a full
world based on these simple code and restrictions.
On the other hand, we love 3D and we love the mix in between these two techniques
(2D and 3D animation) so that’s why we introduce these 2 techniques together,
for give more depth into this project.
We are actually crazy about Andrew Kramer’s product so we bought the latest plugin
Element from video copilot and had alot of fun playing around and mixing
both 2D and 3D objects.
At the end of the process we used element to mixing the 3D with the 2D element.
We use the advantage of the 3D for be able to turn around the different objects which is
impossible in 2D because you have to draw every single frames…
Here a perfect example of the interest of using 3D with all these pencil and sketch book..
We also love typography, so we had a good use of font we like on this commercial,
anyway we still focused on keep it simple.
Here some of our really really early research 😉
… and finally the result
For the special FX parts we also used real video footages than we mixed on top of the video.
We love to put real life to our animation, for that, it’s an old trick we like to use 🙂
We used a simple grading and handmade animated texture for the final aspect of the video,
We love old movies and handwriting, these sensitive impressions keep us warm and also
remind us our old time with some pencil, scissor and a bucket of glue !!!
For the camera and editing, we try to have as many creative and
surprising transition we could, we really wanted to surprise the audience
by good visual ideas and concept, the camera also have a important role
in the storytelling.
The camera is always in movement and try to give to the universe
as many depth as it can be in a 2D versus 3D world.
Finally this is a bunch of final frames, hope this making off help
you to have a better understanding of what’s the work as director,
graphic designer and motion designer in this industry !!
If you want to take part to this action, or know better about it go to
UNICEF‘s website for more informations.