(November 3, 2008) Reunited for another major design and effects project, Click 3X recently created a series of intricate HD multimedia spots to support Time Warner's extensive product offerings and cable content.
Using unique, highly-technical animated imagery that skillfully combines vibrant watercolors with black ink sketches, Click 3X shows everyday scenarios enhanced by Time Warner's technology. The constantly shifting all-CG environments incorporate live-action people, movie, and video footage into seamless displays of landscapes, city scenes, homes, and offices. The eight spot series promotes a range of Time Warner Digital Phone, High-Speed Online, and Digital Cable Products including HDTV, DVR, On Demand, on TV Caller-ID, and Road Runner Turbo Internet packages.
Initially, Click pitched ten original concepts complete with storyboards and animation, in over a week of creative development. The project represented a combination of all Click 3X's artists working closely with Partner Peter Corbett, who oversaw the project's integration of live action and effects. Creative Director Steve Tozzi, who supervised all the creative and post-production, explains, "We wanted to create a look that Time Warner could really own for the campaign-a style that was well-defined and all-encompassing to help build a compelling visual association for their products. We developed a scheme that is extremely rich in graphics and unique in execution-and every aspect of the spots was designed and effected from top to bottom. With the complexity and the number of spots, it really challenged our entire team both creatively and technically to deliver something highly-intricate and conceptually exclusive."
The Click team was able to combine the live action elements to align with the team's pre-determined 3D pre-vis, allowing them to match the camera movements within the live film with the 3D version. Using this technique, Click was able to infuse their graphic style into the film, and then integrate it into the CG environments. The dramatic sequences were shot without the option of motion control, an additional challenge for the production team. Click 3X worked for several months on the project, as the projects had a tremendous scope of after effects compositing. Click Partner and Managing Director, Jason Mayo notes, "Our talent and resources gave us an enormous advantage going into this project. Because the work was loaded with intricate design and animation, we adjusted our work flow and our approach, enlisting several different teams. By combining our creative, live-action, and CG capabilities, we were able to blend all the stages of production into one collaborative, fluid process. This was absolutely crucial for a project of this nature and I think it really shows through in the quality of the product."
Click first worked with Time Warner in 2007, creating the design and animation for Home to the Future, a three-week a four-story, interactive installation built inside the Time Warner Center at New York City's Columbus Circle. Mayo continues, "It was a great experience working together in the past and we really embraced this opportunity to expand the partnership. We have grown significantly in the past couple years and this project really shows how we can deliver on a huge campaign from start to finish." Further establishing and expanding their position at the head of mixed media production, Click has also recently completed projects for Ford, Coca-Cola, and several highly-acclaimed videos under their Haunt division, merging media forms and channels into innovative content for commercials, films, television, music videos, and traditional broadcast.
The Creds:
Client: Time Warner
Spots Title: Choices, HD/DVR, Home of Free, Caller ID on TV, Choices on Demand, Through the Cable, Turbo
Air Date: October 2008
Agency: Bernstein Rein
CD: Kirk Kirkpatrick
Art Director: Paul Prato
Copywriter: Tyler Hattery
Agency Producer: Susan Neuman
Post/Effects: Click3X
Creative Director: Steve Tozzi
Design Director: Tim Dingersen
Storyboard Artist/Illustrator: Glenn Urieta
Designer: Marlie Decopaine
Editor: Tom Matheu
Head of CG: Anthony Filipakis
CG Animator(s): Kristen Pederson, Paul Yao, Jongmoon Woo, Susan Taffe, Tom Hurlburt
CG Tracking: Joey Park
AE Compositor(s): Matt St. Leger, Alexy Khaimov, Dave Dimeola, Tom Matheu, Tim Dingersen
Flame Compositor(s): Aaron Vasquez, Mark Szumski
Dir of VFX: Peter Corbett
EP: Jason Mayo
Head of Production: Jared Yeater
Post Producer: Eric Alba
Live Action Producer: Barry Gilbert
Sound Design/Music Composition: Face the Music
Audio Post: Sound Lounge
Mixer: Eric Warzecha
About Click 3X:
New York-based Click 3X produces cutting-edge visual solutions for commercials, feature films, television, music videos and broadcast clients around the globe. Founded in 1993, Click 3X has become the preeminent digital studio led by artists, yet supported by one of the most technologically advanced studios in the industry. With award-winning design, powerful visual effects, and a visionary animation team, Click 3X has worked on such diverse projects as Jonathan Demme's unconventional feature documentary on Jimmy Carter entitled, Man From Plains; Animal Collective's Peacebone video directed by Tim Saccenti; and Time Warner's video instillation, Home Of The Future which was showcased on the Time Warner building in NYC.
Additionally, Click 3X recently launched an interactive design studio titled ClickFire Media. CFM is an interactive design studio specializing in multi-platform, media-rich creative campaigns. CFM partners with agencies and entertainment industry clients in the conceptualization, design and development of fully-integrated, consistently branded experiences. Through insight and innovation, CFM combines that latest interactive technologies with the best design, video, animation and live action skills from Click 3x to deliver integrated solutions in the ever-developing media landscape.
###
|
| | | |
 Related News:
 Related Article:
 Media Management Nightmares? Game On!
Here's how one team turns 14 hours of raw footage on the latest games into a 30-minute TV show every week, 40 times a season. In this Creative COW Magazine article Dustin Lau discusses some tricks for high end digital media management.
Read Article Subscribe
more articles » | | | | |
|
