Wake The Town
Stuck in Motion
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

MPC Creates Eefer the Robot for E4


New brand idents out of 4Creative

MPC Creates Eefer the Robot for E4

A year in the making, E4’s distinctive new on-screen look launched last week. MPC worked with 4Creative and director Neil Gorringe on the concept and development of the entertainment channel’s five new idents which are centered around the new E4 robot, Eefer 

MPC was integrally involved throughout the project, which began with a series of concept sketches from in-house concept artists before taking key designs through to character development. 


Rupert Creswell, Character Designer and Lead Animator from MPC’s Motion Design Studio said "It’s been a lot of fun working with 4Creative and playing with multiple personalities for Eefer.  Working closely with Neil Gorringe through character development, Eefer has grown from an innocent, naïve little guy into the slightly down-trodden but surprisingly loveable character you see today. The detail and finishing touches make all the difference – especially his battered finish and the 'beer-pouring hatch.’ "


Character Development    

MPC developed a test film, filmed in and around Soho, to explore how the character would move and how he would look fully rendered and composited into a real world scenario. Eefer was taken through various iterations, including alterations to his size and form as options were explored for his final look. 

Neil Gorringe said "I wanted to keep the logo in our idents, and bringing it to life as a robot with E4's personality felt like it offered us loads of possibilities across the board.”

Once the final character was selected he was modeled using Cinema 4D then textured and given a scratched and rusted finish, with various hatches and compartments added in.  Filming took place with the use of motion capture and a bespoke rig designed to weigh an actor down and restrict his movements. The initial test filming took place in MPCs Film’s Mocap suite before the 5-day shoot took place.

Filmed in various locations, including the Brecon Beacons in Wales, a life size model was created to act as a stand-in on set. The team photographed the sets for texturing and lighting as each room and location, down to the pieces of furniture would need to be re-created in 3D. It was also essential to measure everything he would interact with in order to build scaled props for the animation shoot. 

Following the shoot the team returned to the Mocap suite, where they filmed the animation for all five spots in the course of one day. Eefer was composited into the shots, and his hands and eyes were hand-animated to give his various expressions. George K completed the subtle, realistic grade, helping to integrate the CG character into the real world. 

The campaign has also been broadened, with Eefer communicating with viewers on-screen via a purple placard he carries and off-screen via Facebook, Twitter and Instagram, as well as E4’s YouTube and Spotify channels.

The new idents feature updateable text, image and video elements and over time viewers will be able to submit their own photos and suggestions to feature in the idents and on Eefer’s placards- taking viewer engagement to a higher level. 


The stand-in model was built by Artem SFX, an award-winning special effects company whose past work has included the iconic Churchill dog, Brian the Robot for the campaign, and work on the Olympics and Paralympics opening and closing ceremonies.


Agency: 4Creative 
Director: Neil Gorringe 
Producer: Jason Delahunty
DOP: Jean-Noel Mustonen 

Editor: James Rosen @ Final Cut 

Character design/VFX: MPC
CG Supervisor/ Lead Animator: Rupert Cresswell
Character Animator: Johan Decker
Motion Capture operator: Thomas Champon
Motion Capture co-ordinator: Adam Davis
VFX Supervisor: Michael Gregory
VFX Team: James Thexton, Eloit Hobdell, Samuele Cisternino, Timothy Lenton, Sam Meisels, Grant White, Dan Cowley, Peter Dudley
Grade: MPC
Colourist: George K


view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Genres: Animation

The Mill London, Mon, 04 Nov 2013 12:50:59 GMT