Young and Rubicam, San Francisco approached the team at TJ to produce client, NetApp’s “And” is the new “OR” print and interactive campaign launched in the US, for interactive and print medias. TJ proposed an integrated approach utilising photography and CGI in order to achieve the most out of the creative brief and cost efficiencies within a tight schedule and budget. Our complete image production service allowed us to produce all of the campaign through our in-house CGI and post-production departments. Assets were cross-purposed for the 30sec web animation of the factory in action, a banner animation and the print execution. To compliment the great animation, we worked with Radium Audio to create a unique musical score and SFX, with a combination of stylised, mechanical and futuristic sound.
'Behind the scenes'
Our friends at Y&R, San Francisco, asked us to collaborate on the launch of new storage devices for computer giants, NetApp. The campaign ran across print and interactive media; including a 30sec animation, interactive banners and three print images. The overall concept focused on removing the compromise when choosing a new storage device, now you can have speed ‘AND’ efficiency. The animation featured robots in a futuristic assembly line, replacing the old ‘OR’ devices with the new ‘AND’s’.
Our role was to develop the initial concepts, pushing the ideas, developing narrative and overall colour styling. With a challenging 6 week deadline for first insertion, our creative’s concepted through the pre-production stages, looking for efficiencies within design and build to maximise overall creative message and production value.
Designing a unique futuristic factory was a fun experience but required a lot of solid creative planning. For continuity sake, the assembly line had to be built for real. Initial scamps were worked into dynamic storyboards that consider most conceivable production issues. By working static print camera positions with animation camera paths, clear schedule of work could be planned and started immediately. Sourcing in-depth reference for lighting, machinery & production line ref, material studies and futuristic set design, the team had a collective vision. Following our RWR production milestones, the agency and client were kept informed at key stages, and guided through the decision making processes. By re-utilising assets, establishing fixed camera positions, using proven shaders and optimising scripts, the creative leads could optimise the quality of the animation and answer client, creative and all production issues.
Bringing any idea to life is a balancing act, creative fighting production, production fighting the budget. First and foremost the concept takes priority but when creativity is coupled with technical expertise you have a powerful force. Production issues and budget constraints can be overcome, through decisive creative problem solving. With all of our creative and technical skills in-house and complete production managed under one roof, all efficiencies gained were simply passed along. With more space we were able to add a higher levels of realism and a better quality finish.
"The entire team was wowed by the reality and perfection of the elaborate “server factory” that was created. Integrating photography of a human worker into the scene at the last minute went seamlessly with Taylor James fine CGI and retouching teams. We couldn’t be happier with the outcome.”
Melinda Estey Vice President, Senior Art and Broadcast Producer, Young and Rubicam San Francisco.
PRE-PRODUCTION / AGENCY LAYOUT
PRE-PRODUCTION / AGENCY SCRIPT
PRE-PRODUCTION / DESIGN MOODBOARD
PRE-PRODUCTION / STORYBOARD DEVELOPMENT
PRODUCTION / SCENE BLOCKOUT<
PRODUCTION / MS2 MODELING
PRODUCTION / MS3 ANIMATION
PRODUCTION / MS4 ANIMATION
PREPRODUCTION / AGENCY PRINT LAYOUT