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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
Tim Kentley directs for Dodge, via BBDO New York Tim Kentley directs for McDonalds, via Leo Burnett Sydney Stephen Watkins directs experimental work ‘Float’ againstallodds directs for Zune, via Wieden+Kennedy Amsterdam Peter Lundgren directs main titles for ‘Svinalängorna’ againstallodds directs for Coke Zero, via Wieden+Kennedy Amsterdam XYZ Studios:a newmodel for animation XYZ Studios has consistently held a reputation for their uniqueness. Never shying away from untried or untested methods and techniques. Now, they’re expanding their repertoire... XYZ HAS BUILT THEIR BUSINESS on original and o ften acclaimed a ni- mat ion. In 2007, under the c re- ative leadersh ip of t he studio’s founder and animation director Tim Kentley, they won an impres- sive 7 ‘Best of Show’ awards with commissio ns coming from cr e- ativ es l ike To ny D avidson o f Wieden+ Kennedy London and Da vi d L ub ars of BBDO New York, and more recently just wrap- ping works for top Austral ian agencies Leo Burnett and DDB Sy dney. No t bad fo r a stu dio foun ded in 20 03 by a crea tive mind with no experience in anima- tion, let alone in advertising. Now, they’re representing anima- tion d irect ors , re def in ing t he model of how commercial anima- tion operates in Australia by repre- senting some of the hottest direc- JU L Y /AUGUST 2 008 tors from around the world. Currently t he s ta tus qu o i n Australia is that when an agency needs a spot with animation, they go to a loca l pos t-p rod uct io n house. XYZ’s view is that if it’s a routine spot, that’s not a problem, but, what happens when an agency want s a w or ld-class exe cution? Then they ne ed to be talking to world-class animation directors. It’s at this point that the “one stop shop” post house model breaks down, b ecause th ose f ac i li ties do n’t hold the best a nimat io n directors and don’t specialise. Top director s g enerally don’t want to be employed, and thereby limited, to one facility. They want repre- sentatio n that has them plugged into the international market. That’s exactly where XYZ’s new model fi ts in. The studio’s core capability is a nimation direc tion, so it makes sense that they grow to represent the best in the business. Says Kentley: “At the high end, we believe the market in Australia is heading for specialisation: you are seeing boutique post c ompa- nies like The Butchery and Bean Colour making thei r mark with this mo del. Li kewise with anima- tion direction, the level it can, and should, operate at today is a spe- cialised a rea. We want to bring to Australia a model where a gencies can easi ly access multiple leading animation directors, people whose bread and butter is taking a s cript to the next level.” Si nc e mi d 2 007, X YZ ha s worked to great success with The Ebeling Group f or international representation, exposing them to the European and American repre- sentation model. Unde r this for- mula agencies seek out animation directors who in turn look to pro- duction houses for collaboration. This is a model well established in the l ive action market in Australia. Now XYZ Studios a re util is ing their experiences and connections to launch internationally acclaimed animation directors to the South Pacific advertising industry. This means through XYZ, a gen- cies can now access internationally acclaimed animation directors Tim Kentley, againsta llodds, Stephen Watkins and Peter Lundgren. Againstallodds have just won three S ilver Lions at Ca nnes f or their work on the much-publicised Coke Zero campaign. Based out of Sweden but with an Aussie creat ive Derek Picken at the helm, they are keen to do a l ot more wor k down under. The ir s tudio us es a mi x of 3D, 2D an d ce ll a nimat ion t ech- niques, often combined for a mixed media effect. Spots for Zune, Coke Zero, Hew-lett Packard and Canon reflect their signature mixed-media approach. Ste ph en W at kins r etu rns t o Au st ra l ia a fte r a y ear i n Sa n Francisco directing at Gunshot . He was s napped up b y t he US Studio a fter his portfolio was fea- tured on Motionographer.com, from which his work ‘Float’ wa s selected for the French typography exh ibit ion l ’Hyb rid e. He has directed works for Badjar Og livy, 303, MTV, VH1 and CMT. Peter L undgren is XYZ’s ‘new blood’ director. His outstanding wor k caug ht the eye of XYZ founder, Tim Kentley. Swedish born, Lu nd gr en’s org an ic and rhythmic work has alr eady been well noted and will be a welcome addition to the XYZ portfolio. His latest work o n the main t itles f or ‘Svinalängorna’ won Go ld a t th e Kolla Awards and XYZ is very excit- ed to represent this fresh talent. Says XYZ executive producer Hamish Macdonald: “One of the great benefits for agencies with this model is its simplicity and flexibili- ty. A nima tion is c ompl icat ed enough without having t o shop around for varying techniques and exper ienc e. X YZ now offe rs t op Australian and international talent tha t can work a nywhere on the ground with the full product ion support structure of our s tudio. This is an incredibly exciting time for us.” www.xyzstudios.com CAM PAIGN B R I E F 65
May June 2008