TOTALLY MONEY.COM - Beating Rejection
Client: Totally Money
Media Agency: Totally Money
Post Production Team
Creative - The Studio
Creative Director - Dan Andrew
Director - Daniel Andrew
Executive Producer - Kabir Malik / Gary Szabo
Producer - Krystle Timm
Character Artist - Charlie Lougheed
CG Artists - Nicola Destefanis / Yannick Lorvo / Jon Foskett / Lee Wolland / Mike Donovan
Nuke Artists - Guillaume Weiss / Steven Bray / Julia Caram / Dan Andrew
Executive Producer - Kabir Malik / Gary Szabo
Producer - Krystle Timm
Character Artist - Charlie Lougheed
CG Artists - Nicola Destefanis / Yannick Lorvo / Jon Foskett / Lee Wolland / Mike Donovan
Nuke Artists - Guillaume Weiss / Steven Bray / Julia Caram / Dan Andrew
Sound Design - Scott Little
Grade - Dan Moran
The Studio have once again collaborated with TotallyMoney.com, (formerly Media Ingenuity), this time on a campaign to promote the credit card comparison site TotallyMoney.com.
The brief was to attract customers to the comparison site by highlighting various advantages of using the search engine. For example, avoiding the risk of a damaged credit score through being rejected by letting the site choose the most appropriate cards for each person's current financial position. Key facts, such as someone's application for a credit card being rejected every 6 seconds, or using the site to find the best APR rates, were incorporated into the creative.
The Studio's in-house team led by director, Dan Andrew, won the competitive pitch with the chosen route involving two characters, Hero and Rejection. Character development was based around the concept of Rejection representing credit card companies potentially rejecting the applicantion, with Hero representing the public, and ultimately the TM end-user.
The Studio's in-house team led by director, Dan Andrew, won the competitive pitch with the chosen route involving two characters, Hero and Rejection. Character development was based around the concept of Rejection representing credit card companies potentially rejecting the applicantion, with Hero representing the public, and ultimately the TM end-user.
The Studio worked on the character development with in-house concept artists. Once characters were agreed by the client The Studio then began modelling, and storyboarding the animation. The storyboard phase resulted in a paper edit detailing all main poses and action, again produced by the in-house concept team, working alongside tye director.
Once pose frame timings were determined for shot lengths, the CG team started looking at rigging and animation. Rigging was undertaken by our team at Smoke & Mirrors in New York, whilst the London team focussed on modelling, texturing and animation.
During the animation process the Studio Nuke team created looks for both characters in terms of grade and environment.
Once the animation and looks had been signed off by the client full compositing commenced, bringing the animation to life.
The slime excreted by the rejection characters needed to look real and fluid like so it was decided to use wall paper paste, a black rubber glove and Canon 7d camera, with the drips filmed at 50fps then tracked and composited onto the shots, creating realistic slime drools and splashes.
The final spot was graded in Resolve and taken back into composite to apply the final camera moves, optics and hand-held shakes.
The music track, audio and sound design were composed and engineered in-house by the Smoke & Mirrors audio team.
Production in total from conception through to completion took 6 weeks.
