Most people think of branding as a logo. And most people think of a logo as visual identity. A logo is one component of your visual identity system which makes up one part of your brand. A great example of this is Weiden and Kennedy Sao Paulo new visual identity which is shown in the video below. They break down the inspiration for the logo design and then show how it is translated across a series of touch points as part of a larger identity system. No this doesn’t establish their branding. Branding is much larger than just a logo, visual identity system or editorial voice. Branding encompasses everything that establishes a relationship with a product, company, or service. The example in the video is one hell of an awesome logo and identity system though.
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.
As a follow up to “Whatever’s Comfortable”, Weiden + Kennedy have developed a new spot for Southern Comfort capitalizing on the original theme. “Shampoo” is a new TV spot featuring the Southern Comfort man in a hair salon, doing whatever’s comfortable. He’s not your typical hair salon customer, but he doesn’t care. The Southern Comfort man is comfortable, and his attitude says be yourself, be comfortable with who you are. Like the previous commercial Shampoo is fun, and subtle. It doesn’t oversell the product, but plays it up just enough to be effective and memorable.
Music is “The Beat” by Lou Johnon. Music was supervised by Andrew Charles Kahn at Good Ear.