Coca-Cola

Dog Vision. Psyop’s New Spot for Coke.

In a new spot for Coca-Cola, Psyop and Directors Todd Mueller and Kylie Matulick have created an animated spot with an old school cell animation look.

The spot looks att he world through the eyes of a dog and his bored owner as they stroll through a park on a spring day. The concept is really nice comparing what the dog sees to what the owner sees, taking a humorous approach for the entire piece.

Using Maya and Nuke to animate and composite the final rendering the short spot has a genuinely hand drawn feel to it that is reminiscent of classic animations from the 1960’s and 70’s. It is classic 2D animation but with a really nice sense of depth to it. I recommend watching this full screen on a nice HD monitor to get the full effect.

Throughout the spot the focus and story line shift between the dog and the mans perspective, with each view being slightly different stylistically between each other. To get this right the Psyop team used unique camera moves, and a differing look and sound of the action in the shot. Dog vision is brighter, whimsical and more fanciful showing how the dogs mind sees the world differently.

From a technical perspective the environments were built using digital matte paintings that were first rendered in Photoshop as layers. Those layers were  exported as individual files that were projected across 3D geometry, using both Maya and Nuke to build the depth of each scene. The hybrid look was used heavily to create the 2 and half D look that establishes the dogs point of view through out the spot. What the dog sees in his perspective needed to be built in 3D space including not only the environment, but all of the additional charecters and objects the dog encounters on his journey.

Lois van Baarle developed all of the character studies based on actual owners and their pets. working from dozens of sketches the character designs were handed off to Duncan Studio to take the final charecter designs from rough sketches to inked and cell painted frames.

In addition to the characters being hand-drawn, colors, shadows, and highlights were also added in the final hand-drawn animation phase. Animators at both Duncan Studios and Psyop added effects, color trails, smoke, dust, and more, all in the 2D environment.

Really nice work for Coke, Weiden + Kennedy from the folks at Psyop.

Coca-Cola’s “Social Media Guard”.

This is a brilliant little YouTube video from Coca-Cola. Even if you are not a fan of the company or the product you have to admit this is pretty funny. This little piece satire from Coke features great writing and production value. Produced by Memac Ogilvy for Coca-Cola this is a winner on so many levels. Now, they need to start selling the “Social Media Guard” for everyone that is addicted to social media.

Coca Cola’s Security Cam Video.

You have to hand it to Coke. A really nice viral video, dropped just before Thanksgiving and leading into the holiday season, with a very subtle hint of advertising. Well produced with great copywriting. Even if your not a fan of Coca Cola, you have to admit the overall message here is a positive one. In just 10 days this has grabbed almost half a million views.

The original ad ran earlier this year, and this updated version starts with a different lead in. I still love it though.

Coke Dance Vending Machine Game

Coca-Cola’s latest “Happiness Project” has landed at a mall in Seoul South Korea. This time it comes in the form of a giant interactive vending machine powered by a Microsoft Kinect. The premise is simple, follow the moves shown on screen and the better you do, the more free drinks you get. Like all games there are different levels of skill from easy to hard with the hardest giving away the most free drinks. If you watch the video, you can see just how successful this was with kids at the mall. Not only did the machine attract a crowd, but many of the kids stayed for an extended period of time watching others dance and compete. In addition to the physical presence of the vending machine, Coke added a social hook to it by allowing people that participated to upload photos to Facebook and Twitter as well.

My favorite part of this… If you are going to give away calorie packed sugar filled drinks. Make people exercise for them.