EXPRESS YOURSELF
SAMSUNG / CHEIL WORLDWIDE
Client: Samsung
Agency: Cheil Worldwide
Agency AD/CW: Derek Neal, Noreen Santilli
Production Company: Nakd / The Ebeling Group
Directors: Chris Bahry, Alexandre Torres
Producer: Eliza Pelham Randall, Amy Fahl
Music & Sound Design: Silent Joe
2D Animation: Leo Mateus
3D Animation: Chris Bahry, Vini Nascimento, Marcin Porebski, Marcus Alquéres, Alexandre Torres
3D Modeling: Erick Geisler, Steve Kahwati, Edmund Kozin, Joel LeLièvre, Jon Mitchell, Lee Wolland, Sergio Yamasaki
TD Rigging: Paul Hormis
Compositors: Chris Bahry, Leo Mateus
When the team from Cheil approached Nakd with the brief for this pair of spots, the premise was simple – Hands made of mobile phones from Samsung's extensive product line forming universally understandable hand signs and gestures. For the TFC spot the premise was similar, but the hands would play out moments from a game of football. As we set to work the simple premise quickly evolved into a highly technical and complex task. 6-8 weeks later, dozens of mobile phones and pizza boxes littered the studio and we delivered the spots along with a set of high resolution print ads.
The ads were so ubiquitous around the city for a time that our friends and family actually understood what we did for a living. "Have you seen those ads with the cell phone hands?.... that was us..."
Technically, one of the big challenges in the production of this spot was how to effectively animate hands made up up over fifty hi-resolution, photorealistic cell phone models. To accomplish this we built a proxy animation rig with simple, bounding box geometry of the phones that we then animated and point cached out to a set of files. These point caches were loaded onto a second, full resolution rig for lighting and render.
CREDITS
Client: Samsung
Agency: Cheil Worldwide
Agency AD/CW: Derek Neal, Noreen Santilli
Production Company: Nakd / The Ebeling Group
Directors: Chris Bahry, Alexandre Torres
Producer: Eliza Pelham Randall, Amy Fahl
Music & Sound Design: Silent Joe
2D Animation: Leo Mateus
3D Animation: Chris Bahry, Vini Nascimento, Marcin Porebski, Marcus Alquéres, Alexandre Torres
3D Modeling: Erick Geisler, Steve Kahwati, Edmund Kozin, Joel LeLièvre, Jon Mitchell, Lee Wolland, Sergio Yamasaki
TD Rigging: Paul Hormis
Compositors: Chris Bahry, Leo Mateus
ABOUT
When the team from Cheil approached Nakd with the brief for this pair of spots, the premise was simple – Hands made of mobile phones from Samsung's extensive product line forming universally understandable hand signs and gestures. For the TFC spot the premise was similar, but the hands would play out moments from a game of football. As we set to work the simple premise quickly evolved into a highly technical and complex task. 6-8 weeks later, dozens of mobile phones and pizza boxes littered the studio and we delivered the spots along with a set of high resolution print ads.
The ads were so ubiquitous around the city for a time that our friends and family actually understood what we did for a living. "Have you seen those ads with the cell phone hands?.... that was us..."
STILLS
THE PHONE-HAND RIG
Technically, one of the big challenges in the production of this spot was how to effectively animate hands made up up over fifty hi-resolution, photorealistic cell phone models. To accomplish this we built a proxy animation rig with simple, bounding box geometry of the phones that we then animated and point cached out to a set of files. These point caches were loaded onto a second, full resolution rig for lighting and render.