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Wrigley's Extra: 'Tab'
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Description
------------------------------------ DDB Sydney's Wrigley's Extra campaign successfully crashes the two worlds of the real and the fantastically bizarre. A straight and subdued live-action setting is peppered with a posse of 3D animated food characters designed like small vinyl toys, that feel both incredibly out of place, and yet so watchable. "There really wasn't a lot of hesitation when it came to designing the actual look of the food characters. I've always wanted to bring a series of characters to life that felt part of a unified toy line, the type you'd expect to find at exclusive vinyl designer toy boutiques in New York and Tokyo... and the Wrigley's Extra spot was the perfect opportunity", says Director Jonathan Baker. "I'm a big fan of collectables from designers like Kid Robot, Tim Tsui, Pete Fowler and Head Lock Studio... and the characters we created were developed with a similar quirky sensibility". One of the most exciting things about the job for Jonathan was the thought of creating real toys that walk around, have individual personalities and feel completely alive and in the scene. From their appearance, to the 3d animation, to the lighting, he wanted there to be no doubt that they could actually exist and pull off everything he wanted them to do. The characters were modeled and animated by VFX house FUEL, who went to a lot of effort incorporating the tiniest of realistic details. The overall result is a laid back spot that creates interest and humour from some amazingly realistic 3d effects.
Editor: Bernard Garry [The Editors] Related |
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