Feed Me Light
Wed, 02 Aug 2017 16:10:27 GMT
Creative studio Feed Me Light has been commissioned by US startup Wrapify to produce an animation short which elevated their brand to match their developing services and growth.
The overall creative was driven by the key factor of enormous potential reach the service Wrapify provides. Both geographically on a nationwide scale and it’s ability to get brands in front of people in specific and targeted locations.
Feed Me Light aimed to create an engaging world of dynamic environments, travelling through iconic locations in the USA that are stylised, engaging and instantly recognisable. The flow of narrative through various landscapes and characters demonstrates that the potential reach of Wrapify is so much higher than a static billboard in one location, it can reach every part of the country.
The creative team were keen to explore options for character animation that would fit the illustrative style of the short. The decision was made to pursue the traditional animation route for the majority of shots, which allowed for lots of dynamic camera movements as well as a surplus amount of characters. The pay-off is a short that has a truly handcrafted feel and nostalgic warmth in its use of traditional techniques.
Of the animation, Kiri Haggart, Executive Producer, said: “Focusing on iconic locations in the US allowed us to really go for that big cinematic feel which we were really excited about. And with that big geographic stretch to cross, it also meant we could explore lots of different looks with all the multiple characters in the piece. From the start it was a great project, and James Heller (CEO) was an awesome client to work with. He was 100% on board from the start and trusted us the entire way.”
With the 60 second piece launched online last week in the US, Feed Me Light also produced a small edited version to attract and explain the other significant factor with Wrapify. Wrapify engages with normal commuters and matches them to brands and locations. These drivers are then paid to drive in specific brand areas and are paid based on the distance covered. Working on both of these animations has allowed a consistency to be applied for the growing brand.view more - Creative
Creative Director: Denis Bodart & Felipe Hansen
Experiential Producer: Kiri Haggart
Production Company: Feed Me Light
Project Lead: Olivier Pirard
Compositor: Denis Bouyer, Olivier Pirard
2D Animator: Tim Dillnutt, Pascale Bories, Leo Nezot
3D : Olivier Pirard
Art Director: Tristan Menard
Designer: Felipe Hansen, Marc Bouyer
Modelling: Felipe Hansen, Olivier Pirard, Mark Mullan, Denis Bodart
Rendering: Olivier Pirard
Riggers: Olivier Pirard