Future Shop 'Back to School 2011'
Every now and again, luck graces us with a welcome break from the software-bug-ridden world of complex 3D animation. This project, first doodled on paper, then cell animated, and later composited on live action footage was created to give the impression of having actually been painted on the walls and surfaces of the environment ala BLU. The various illustrations are meant to suggest an imagination running wild with the possibilities and potential of Futureshop's electronic products.
For the live action shoot, we called on friend Shelley Lewis who worked closely with us during the pre-production stage as we storyboarded and planned out shots that would help best convey the flow and transitions we had envisioned for the spot. Back at the studio, Relish editor Chris Murphy worked to fine-tune the flow of the cut as 567vfx worked tirelessly to perfect the integration of hand rendered animation onto our footage.
Beyond a :30 TV spot, we also generated hundreds of illustrations for the broader print and online campaign as well as a :15 Cinema spot. Our apologies to all you parents out there if your teenager comes to you asking for a new laptop, tablet AND mobile this coming Fall.