Psyop

You’re Going to Fall in Love with Colonel Sanders Finger Licking Good Dating Simulator.

This afternoon while looking at a number of video sites for inspiration on a freelance project, I came across the video below. It led me down a deep rabbit hole, (or would that be a chicken hole?) of advertising and marketing material that has been produced for KFC by Weiden & Kennedy and Psyop.

The game, “I Love You, Colonel Sanders! A Finger Lickin’ Good Dating Simulator” was created by entertainment/advertising company Psyop for the fried-chicken brand taking the player through a three-day culinary school adventure. As the main character, your storyline involves earning your degree, supporting your best friend, and improving your culinary chops. But more than anything else, this is a dating simulator game, so the ultimate objective is to land the svelte Kentucky-fried colonel that is looking just as hipster as KFC’s CGI Instagram influencer version of the man.

The game was released on September 24th through Steam and is available to play for free. While this might seem like an odd marketing play by KFC it actually ties in with a number of other efforts they have produced in the past. Including a virtual reality nightmare of an employee training program and an 8-bit Atari-style game also starring the Colonel.

Graphics

The graphics are really well done. The game is flush with lush backgrounds, which frankly would into any high production shoujo anime like Special A. The characters, too, are appropriately well-rendered, blinking and pouting in a dynamic enough way to suggest some two-dimensional humanity. Not only that, the food illustrations actually look appetizing as well.

The dialogue trends toward slightly juvenile and cheesy, but with enough self-awareness that many of the lines can definitely be read as ironic. Just look at the culinary school’s deliberate mouthful of a name: “University of Cooking School: Academy for Learning.” That reads like something auto-translated by Google from Japanese to English.

Like most Choose Your Own Adventure games, this is fairly standard click ‘n’ go. But Psyop was smart enough to add some mini-challenges to switch it up, including a timed quiz and a turn-based battle against something called a “spork monster.” It’s definitely not dynamic enough to hold a person’s attention for, an extended amount of gameplay, but more than sufficient for the one or two playthroughs that a normal person is going to undertake.

Psyop introduces a whole host of characters to help flesh out the world-building of this game. There is best friend Miriam, a spectacles-wearing Professor Dog (head of the cooking school of course), villainous Ashleigh and Van Van, small-statured boy, you have sentient kitchen appliance Clank, the forgettable Student (yes, that’s his actual name), and, of course, the hot hipster Colonel.

Of course, all of these characters pale in comparison to the star of the game: Colonel Harland Sanders. The Colonel is the brand spokesperson and they have gone to lengths to present him in ways to help extend the reach of the KFC brand with a younger target audience.

This is such a solid way to use gamification to promote KFC, introduce a new line of products like the Mac n Cheese Bowls. It also ties in with their social media efforts and TV spots which have been leaning to more humor since the Colonel was reintroduced in 2015. KFC is promoting the game in all of their social channels while cross-promoting othe campaigns like “Rudy III KFC Wings”. The overall strategy put together by W+K for KFC just works. It’s offbeat enough to get your attention. The humor is memorable and reflective of the quality copywriting that has gone into every touchpoint. And more importantly, it works which is evident in how well the brand has done over the last four years. By taking risks and leveraging the Colonel’s off-beat personality and drive to sell chicken give them permission to do things like the Colonel Sanders bearskin rug stunt or a hot tub that looks like a bucket of chicken.

There is an entire campaign built around the Rudy III theme on Facebook, Twitter, and YouTube
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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.

Friday Inspiration. Psyop’s Infinite Zoom for Toshiba.

One trend hat I’ve been seeing a lot of lately in the video/motion graphics world is “Infinite Zoom”. The technique has a mesmerizing effect, and when done correctly creates a really fun visual experience for the viewer. Below is a seamless infinite loop, produced by Psyop for Tosiba’s latest tablet. The 40 second spot, “Toshiba Endless Performance” features loads of detailed 3D animation, and character development all rendered out in vivid color, and timed perfectly to the soundtrack. Great stuff for a Friday morning.