HEART & SOUNDWAVE
BELL / ZULU ALPHA KILO
Client: Bell
Agency: Zulu Alpha Kilo
Agency CD: Joseph Bonnici
Agency Creatives: Marketa Krivy, Mooren Bofill
Agency Producer: Bette Minott
Production Company: Tendril Design+Animation Inc.
Directors: Chris Bahry, Alexandre Torres
Producer: Kate Bate
Music: Dragonette (Soundwave), Appolo (Heart)
Lead 3D: Tim Clapham
Lead Animator: Vini Nascimento
3D Artists: Chris Bahry, Daniel Luna, Vini Nascimento, Alexandre Torres
Compositors: Steven Hollman, Daniel Luna
White world, great tunes... and a ton of apps. Working with :15s is always a challenge. Once you factor in supers and logos, you are already down to a mere :10s. How do you squeeze a story into such a tight space? The answer — keep it as simple as possible. The Bell brand is visually clean and minimal, with action taking place on white, in and around a giant Bell logo. These animations, based around colourful animated apps flying through the frame, were something new for Bell, but had to maintain the existing brand aesthetic.
With the Soundwave spot we wanted to find an interesting way to bring in the soundwave and eventually settled on the idea that the Bell 'e' could be a bandshell and the apps that form the soundwave could behave like a crowd at a high energy concert. The hero app stage-dives into the crowd and carries the viewer up to a transition into a soundwave undulating with the beat of the music.
Heart was all about social networking and friendship and so had a completely different tone. After sketching and rejecting a range of ideas, from balloons forming hearts to apps joining and flapping along like butterflies, we came back to the idea of a flock of apps flowing to join up with a large group of apps shaped like a heart.
Just as we were finishing the 2D versions of the spots, we got word that there was a possibility of doing them in stereo. We dove in head first and after tons of research we managed to wrap our heads around stereo camera rigs, convergence and screen depth. We are looking forward to working in stereo again. For those of you with an old pair of 3D filter glasses kicking around, below is a set of red/cyan monochrome anaglyph images. The spot that aired in theatres was optimized for RealD technology. RealD uses circular polarizing lenses and filters and produces a much higher quality stereo image.
CREDITS
Client: Bell
Agency: Zulu Alpha Kilo
Agency CD: Joseph Bonnici
Agency Creatives: Marketa Krivy, Mooren Bofill
Agency Producer: Bette Minott
Production Company: Tendril Design+Animation Inc.
Directors: Chris Bahry, Alexandre Torres
Producer: Kate Bate
Music: Dragonette (Soundwave), Appolo (Heart)
Lead 3D: Tim Clapham
Lead Animator: Vini Nascimento
3D Artists: Chris Bahry, Daniel Luna, Vini Nascimento, Alexandre Torres
Compositors: Steven Hollman, Daniel Luna
ABOUT
White world, great tunes... and a ton of apps. Working with :15s is always a challenge. Once you factor in supers and logos, you are already down to a mere :10s. How do you squeeze a story into such a tight space? The answer — keep it as simple as possible. The Bell brand is visually clean and minimal, with action taking place on white, in and around a giant Bell logo. These animations, based around colourful animated apps flying through the frame, were something new for Bell, but had to maintain the existing brand aesthetic.
With the Soundwave spot we wanted to find an interesting way to bring in the soundwave and eventually settled on the idea that the Bell 'e' could be a bandshell and the apps that form the soundwave could behave like a crowd at a high energy concert. The hero app stage-dives into the crowd and carries the viewer up to a transition into a soundwave undulating with the beat of the music.
Heart was all about social networking and friendship and so had a completely different tone. After sketching and rejecting a range of ideas, from balloons forming hearts to apps joining and flapping along like butterflies, we came back to the idea of a flock of apps flowing to join up with a large group of apps shaped like a heart.
STILLS
CAN YOU DO IT IN STEREO?
Just as we were finishing the 2D versions of the spots, we got word that there was a possibility of doing them in stereo. We dove in head first and after tons of research we managed to wrap our heads around stereo camera rigs, convergence and screen depth. We are looking forward to working in stereo again. For those of you with an old pair of 3D filter glasses kicking around, below is a set of red/cyan monochrome anaglyph images. The spot that aired in theatres was optimized for RealD technology. RealD uses circular polarizing lenses and filters and produces a much higher quality stereo image.
PROCESS