pete erickson

pete erickson

Land Rover "Claynation"

1w ago
SOURCE  

Description

The original films, music videos and motion design you see on STASH, took a long time to produce by some of the world's top creative minds. Show your appreciation to them, by "liking" it and sharing it on your social networks. Thanks! Stay in touch and subscribe at http://www.youtube.com/stashcreative Tvc/viral :40 Agency: TAG WORLDWIDE & RKCR/Y&R Director: PETER SLUSZKA Production: HORNET WORKSHOP Animation: HORNET INC. http://www.hornetinc.com Brittany Summitt at Hornet in NY: "The clients asked for the commercial to feature a Land Rover Freelander with a claynation driver driving through a claynation world. The background needed to morph between scenes, keeping the car the only unchanging element. The animation they were going for was not in the cute style of say 'Wallace and Gromit' but instead they wanted a more sophisticated take on claynation that exploits the ability to morph in visually arresting transformations - the spot would take course in a single day, with a Freelander driving through different sceneries with the driver taking part in different activities. "The creative challenges included designing sets and a camera move that would let us cover numerous transformations, conveying a lot of information about the car in a short amount of screen time. Also, developing creative for a global market where different regions have their own mores and taboos. For example, there are quite a few birds and animals throughout. Initially we had a fox in the ad but that was changed to a stag due to concerns from the Chinese market that foxes represent spirits. There were several instances where we had to modify our boards due to regional beliefs. "Claymation is incredibly labor intensive and not many people specialize in it anymore. Morphing entire sets made this among the most painstaking projects I've ever encountered. We used Canon digital cameras on a motion control camera rig, After Effects and Maya. The Process "One and a half tons of clay were morphed, manipulated and molded over hundreds of hours to create the assets for the Land Rover Claynation campaign. There were three sets in total that include the main commercial set, and separate sets for the print ads and other digital elements. The crew ranged from 15-20 people during the production, including the art department, animators and the camera team. The main set for the broadcast spot had between 1-7 animators a day transforming the clay set during the shoot. Other elements, like the driver inside the car, were shot on greenscreen that were then composited in post. Animators were brought in from around the country that specialized in claymation. "While on set the animators had to manipulate every piece of clay that made up the buildings, roads, people, animals and trees. Every single frame changed minutely to create a landscape in perpetual movement on this waist-high set. "Starting with four weeks of design and four weeks of fabrication of the clay elements and the model car, the shoot itself included five pre-light days and 31 shooting days, or roughly six weeks of shooting. The post-production process began once the elements started coming in and lasted three weeks after the shooting ended. The studio had to tackle such issues as re-sizing the car during the mountain section, to compositing the driver and passenger into the live action car. The car in this section was shot in London. For Tag Worldwide Agency producer: James Miller For RKCR/Y&R AD: David Godfree Copy: Mark Waldron For Hornet Workshop Director: Peter Sluszka EP: Michael Feder Producers: Greg Bedard, Zack Kortright Stop-motion producer: Joel Kretschman DOP: Ivan Abel Motion control operator: Richard Coppola Gaffer: Michael Yetter Best Boy: Nate Cocca-Bates, Jarrod Kloiber Key Grip: Joe Mandeville 2nd grip: Meno Payne, Charlie Wing Swing: Jonah Vigil AD: Ben Kress Fabrication: Nathan Asquith, Tim McDonald, Halsey Rodman, Elise Ferguson, Pete Erickson, Erika Bettencourt, Jacob Dyrenf...