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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2007
T V C P R O D U C T I O N THE LAB SHAPES UP INA BOLD MOVE FORWARD, Arnott’s and their agency, George Patterson Y&R, Sydney decided to move away from the traditional clayma- tion style of TVC for their new Shapes commercial. Instead, Patts producer Marcus Eley, approached The Lab Sydney with two script ideas, one of which was an epic called Colosseum, based on the iconic ancient Roman structure. The Lab reviewed both concepts and discussed which would best represent Arnott’s Shapes’ ‘Flavour you can See’ theme. With the more complex Colosseum script winning the battle to move forward, it was evident that an animation director would be required alongside the live action Director. With animation series work like Erky Perky under their belt, Lab Producer Tina Braham put forward a proposal where the Lab would undertake the entire production job for the TVC. The Lab team met with Arnott’s and GPY&R and created a treat- ment which defined the story, char- acters, style and mood. With both client and agency happy, the green light was given to proceed. From this point the treatment was fleshed out into character sketches with model, range of motion and facial expression sheets created by character designer, Daniel Bavell. Daniel also heavily researched ancient architecture and provided plenty of concept art for the Colosseum where the action was to take place. Director Marc Wasik created hundreds of storyboard panels and turned the script into an animatic, the basis of which would form the edit bed for the CG ani- mation. As all the timings for the story elements were locked into place it became evident that time was truly going to pose a challenge. Marc and the team realised that they were starting with a 52 second story
AWARD Awards 2007
September October 2007