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.

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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.

Harvey Gabor, Google Project Re-Brief.

A couple of weeks ago I posted about Google’s “Project Re-Brief”. The video below is the one of the installments from the series featuring Harvey Gabor reworking his famous Coca-Cola “Hilltop” commercial from 1971.

This video shows Gabor working through new approaches, talking about the original idea, and the creative that went into the original TV spot. What I love about this is the fact that after years of retirement, Gabor still has it. He is every bit as creative and inventive as he ever was, and the Google staff has so much respect for him. If you want to see a master at work, watch the video below.

“And yet despite almost two decades of innovation online, digital ads are still being used to simply inform more than they’re being used to connect, engage and entertain. So we designed this experiment to re-imagine what advertising can be and push the boundaries of how creative ideas and our technology can work hand in hand.”

Google, Project Re-Brief.

Project Re:Brief From Google.

Once again Google has stepped forward to challenge ordinary thinking with a new project called “Project Re:Brief”. The premise is simple, take four iconic award winning broadcast ads from 3 to 4 decades ago, and make it work in today’s world.

The idea stems from the realization that technology has in many ways overtaken the creative genius that makes, or made good advertising not only good, but timeless. Project Re:Brief is a series of videos that look back at 4 of the world’s greatest ads, and the advertising legends behind them, then re:imagining them to work in the world of advertising now. Watch the trailer below. Google has done a really solid job of creating something that pulls you in, and makes you want to come back to see more.

In 2011, Google partnered with four global brands in an advertising experiment. The goal was simple – how can the ideas that defined the advertising industry in its infancy, inspire a whole new generation of creatives and marketers? We re-imagined and remade their most iconic ad campaigns from the 1960’s and 1970’s with today’s technology, led by the creative legends who made these campaigns.

Coke Gets Immersive at Santralistanbul’s Galeri 1 in Istanbul.

Over the last few years as projection mapping has become all the rage for large scale product announcements, we have seen it go from novel, to immersive, to in many cases just projecting motion graphics on the side of a building.

Projection mapping has become so popular that with many examples you see today, the object that has something mapped onto it is no longer transformed. That object is simply a movie screen to shoot images on. So when I see something that truly transforms the space and the experience it gives me hope that the medium hasn’t jumped the shark.

For Coca-Cola’s 125th Anniversary Exhibition’s Future Room concept, Antilop transformed Turkish modern-art museum Santralistanbul’s Galeri 1 into an immersive environment by creating 90 square meter of 270-degree projection system. The video is impressive, but I’m sure it doesn’t do justice to the actual space. The motion graphics and animations that were created for this piece by Can Büyükberber for Antilop are really well done, and the 270-degree experience looks like it helps sell the visuals by allowing the floor and ceiling to become part of the working structure.

I’m not sure how I feel about Coca-Cola basically advertising in an art gallery and calling it art, but the work is impressive none the less.

Client:Coca Cola
Agency: Boogy
Location: santralistanbul
Date: 07.12.2011
Duration: 4’30”

Creative Directors: Refik Anadol, Maurizio Braggiotti, Efe Mert Kaya
Art Direction,Visual Artist : Can Büyükberber
Production Director: Serkan Arslan
Sound Design: Kerim Karaoğlu

Technical Company: Visions