Wrapify Commercial Animation by Feed Me Light

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DESIGN DETAILS
DESIGN NAME:
Wrapify

PRIMARY FUNCTION:
Commercial Animation

INSPIRATION:
The client was keen on an illustrative piece with a sense of warmth and universal appeal, and the design team immediately set themselves to the process of creating a styleframe that captured an illustrative world. The illustrative world of Wrapify came to life through its environments, immersive cityscapes with depth and dynamism that captured Wrapify's nationwide reach. A wide array of diverse and wholesome characters were designed as an identifiable collection of the whole nation.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Feed Me Light were thrilled to have had the opportunity to create a commercial for US start-up company Wrapify. This colourful narrative short was one of FML's first heavily illustrative 2D pieces. We aimed to create an engaging world of dynamic environments, travelling through iconic locations in the USA that are stylised, engaging and instantly recognisable.

OPERATION / FLOW / INTERACTION:
This was a short commercial piece that had to instantly remind the viewer of iconic US locations as well as convey a sense of the impact the Wrapify cars had on the other people within these environments, colour and style was designed to instantly create a unique identity for each city as well as traditionally animated characters to provide that nostalgic warmth to the short.

PROJECT DURATION AND LOCATION:
The project spanned approximately two months, and was completed in July 2017, with nearly all production being completed in house at the Feed Me Light studio in London.

FITS BEST INTO CATEGORY:
Movie and Animation Design

PRODUCTION / REALIZATION TECHNOLOGY:
The short was created using various computer software. Initial character and environment design was completed in Adobe Photoshop, 3D work in Autodesk 3DS Max, 2D animation was created in both TVPaint and Adobe Flash and compositing was completed in Adobe After Effects.

SPECIFICATIONS / TECHNICAL PROPERTIES:
1920 x 1080 (pixels) 00:56 minutes in length

TAGS:
Animation, Motion Design, Character Design, Environment Design, Commercial Animation,

RESEARCH ABSTRACT:
Pushing values such as chromatic aberration and depth of focus allowed the team to recreate a real-feel short with depth and perspective. Hand-painted, illustrative lens flares were created to bring an extra sense of life and dynamics to shots.

CHALLENGE:
Pulling together assets across 2D and 3D took careful consideration of how to blend elements seamlessly together. Render passes such as shadows and reflective surfaces for moving cars gave a sense of physical accuracy, and a separate displacement render pass allowed the compositing team to recreate a painterly, hand-drawn feel across all assets.

ADDED DATE:
2017-09-17 13:42:06

TEAM MEMBERS (10) :
Denis Bodart, Felipe Hansen, Olivier Pirard, Marc Bouyer, Tristan Menard, Bernie Machado, Tim Dillnutt, Pascale Bories, Leo Nezot and Mark Mullan

IMAGE CREDITS:
Image #1: Creator, Feed Me Light, Wrapify, 2017.
Image #2: Creator, Feed Me Light, Wrapify, 2017.
Image #3: Creator, Feed Me Light, Wrapify, 2017.
Image #4: Creator, Feed Me Light, Wrapify, 2017.
Image #5: Creator, Feed Me Light, Wrapify, 2017.

Visit the following page to learn more: http://www.feedmelight.com/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Wrapify

PROFILE:
Over the last two years the Wrapify brand has grown significantly, from what people perceived as a singular local city service with a few cars, to a nationwide advertising service. With impact disruptive marketing, called Swarms, and heavy investment in technology with client access to real-time analytics, these were important elements of the Wrapify brand and its services that needed reflected in the campaign. Available nationwide across all of the US, it was important that we covered multiple locations to show its scale, but also the reach and accessibility to people, hence character animation being a driving factor.

NOMINATION DETAILS

Wrapify Commercial Animation by Feed Me Light is a Nominee in Movie and Animation Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

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AWARD DETAILS

Wrapify Commercial Animation by Feed Me Light is Winner in Movie and Animation Design Category, 2017 - 2018.



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