Contrapunto contacted us to produce a Negia spot for television. This is the third time in a row that the agency and the brand have trusted us to do it, but this time we had two extra responsibilities: to take care of all the visuals and produce the spot entirely in traditional 2D animation.
We started the process by defining the visual narrative from the script. After working on six versions of the storyboard with different proposals in terms of design, composition and plot, we arrived at the final form of the spot.
Parallel to the storyboarding phase, we defined the visual style of the piece. Everything had to fit the brand's corporate language, which meant intensive design work. The challenge was to incorporate to this style elements such as insects or miniature worlds, which had not been represented in the brand before.
For the characters, we made dozens of proposals until we came up with the final designs including variations in color and finishes.
To finish the pre-production phase, we designed the styleframes that summarize the piece and its final look. It was also a very fine process to reach the result that best represented the handcrafted, clean and minimalist style of the brand.
To maximize the short production time without sacrificing the quality of the final product, we resorted to a mix of techniques that allowed us to optimize the process. The animation, assistance and color processes were done by drawing frame by frame digitally, in ToonBoom Harmony.
On the other hand, to recreate the look of the syleframes, it was essential to develop an optimized compositing pipeline in After Effects. So, between tests with textured brushes, grainy effects, noise and reliefs, we managed to find the style that we liked the most and that best integrated into the Nedgia universe.
On the other hand, we mixed 2D character animation and 3D environments with hand-painted textures so as not to lose the continuity of the graphic style. Thus, we managed to recreate complex camera movements without losing the warmth of traditional drawing to make the result more dynamic, striking and consistent.
The campaign was extended beyond TV, so we made different format adaptations for networks and other channels. In total, we made 15 adaptations, varying the language, resolution and composition of the shots to adapt the piece to each medium.
Animation projects pose different challenges for our team, but we are very proud to see how successfully we overcome them and that, year after year, Contrapunto and Nedgia continue to trust us to bring their vision to life. We are looking forward to what's to come in this area!
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