Each year we are provided with a poster design and a no holds barred, open brief to write and produce a TV commercial to promote the festival.
The Solution
The 2009 spot has numerous layers to the story and features a diverse range of mixed media, including live action, motion design elements, 2D, 3D animation and a hearty dose of humour.
The Idea. We are going to have a 2D graffiti character try and get passers by attention to remind them the Fringe is coming. With no success, his mouth (the brick wall) is going to crack and open up so a 3D character in an illustrative style can pop out of the wall and see if he can grab their attention.
Deep breaths....with that out the way and agreed, we shot our live action plates. At this point it is worth mentioning the live action talent (I use that term loosely) are Resin's very own Andrew and Tim and Victoria from the Fringe who volunteered for the role. Andrew demonstrated he could walk, while Tim stole the show with a fine debut performance. We took numerous references at the location for HDR and textures and then we were away.
We were very particular about how we translated the hero character from print into 3D. It was a fine balance between introducing lighting information and dimensional detail to make him sit within the live action scenes whilst maintaining the original look and feel from the poster.
