www.vitaminpictures.tv.>Vitamin has produced a rugged new promotional campaign for FX Network’s Sons of Anarchy. The www.vitaminpictures.tv.>Vitamin team conceptualized a unique hands-on approach for the package, employing a technique that gives it the feel of something out of a sketch book. Using a combination of hand-painted graphics and prints of 3D silhouetted motorcycles, the spots take us on a rumbling ride through barren oilfields and dark highways. nnThe feel of the campaign, which will be used throughout the show’s fourth season, is tense, taut and moody. “We wanted to create something that captured the style, tone and aesthetic of the show,” explains www.vitaminpictures.tv.>Vitamin creative director Danny DelPurgatorio. “We wanted to make it raw and energetic, with a hand-crafted vibe.” nnnnAnd, in fact, the animation is hand-crafted. The show logo and environmental elements were all painted by hand, which itself is marred by cracks and scratches, and then photographed stop motion-style, one frame at a time. As a result, the graphics have a loose, jumpy appearance that lend a nervous energy to the piece. nn”There’s something about capturing the imperfections of an artist hand that we really liked,” DelPurgatorio says. “It gives you a sense of the technique, which makes every frame completely unique.”nnThe hand-crafted graphics were then combined with prints of 3D motorcycles on a highway. “Our goal was to come up with camera moves that were impossible in the real world, yet at first glance seemingly plausible.,” 3D lead, Linas Jodwalis explains. “There was a balance that we had to strike knowing how all of the 3D elements were going to be used in the end. What we animated had to have a great pace and energy but also needed to compliment all of the hand-painted elements.”nnThe dark figures of the motorcycles are contrasted by cloud-streaked skies that are given a blood red cast. “Early on in the conceptual phase, everyone really gravitated to the idea of silhouetted riders—they feel almost ghostlike, which gives the campaign such a different tone than the previous seasons” DelPurgatorios says.nnSons of Anarchy Season 4 premiered on FX Network on September 6th, 2011.nnCreditsnnClient: FX NetworknTitle: “Sons of Anarchy – Promo Package“nnAgency: FX NetworknArt Director: Amie NguyennVP Broadcast Design: Albert RomeronnProduction: www.vitaminpictures.tv.>Vitamin, ChicagonCreative Director: Danny DelPurgatorion3D Lead: Linas JodwalisnDesign: Matt Beharry, Danny DelPurgatorio nPainters: Tony Legato, Matt Beharry, Derek Hahn, Danny DelPurgatorio, Rob FosternCompositing & 2D Animation: Rob Foster, Danny DelPurgatorionColor Correction: Fred KellernSenior Producer: Larissa ShamesnAssociate Producer: Nina Yoonnwww.vitaminpictures.tv.>Vitamin is located at 232 East Ohio Street, Chicago, Illinois 60611. For more information, call 312.664.6683 or visit www.vitaminpictures.tv.
Larissa Shames Senior Producer www.vitaminpictures.tv.>Vitamin 312.664.6683 Contact Larissa via email
Contact:Linda Rosner Artisans PR 310.837.6008 Contact Linda via email
The Light and BIEN Form Creative & Strategic Alliance
Production company The Light and motion design studio BIEN have forged a strategic alliance that nurtures inclusivity and sustainability throughout the life cycle of every project.
The Light Founder/CEO Becky Morrison and BIEN Co-Founder Ricardo Roberts were first introduced by a mutual client who recognized their parallel ethos. Both Morrison and Roberts are advocates for industry change, and have built successful companies that demonstrate the benefits of human-centered and sustainable production in live action and motion design, respectively.
“I admire the thoughtfulness, specificity, and artistry with which BIEN produces animation and design and their attention to representing the full spectrum of humanity,” notes Morrison. “Their work behind the scenes to foster a diverse creative community is equally impressive. It feels like the perfect moment to partner with another mission-driven company who cares so deeply about creative excellence and social change.”
“I immediately hit it off with Becky and love that she has so many ideas that are tactical, scalable and make a powerful difference,” adds Roberts. “She challenges the status quo while producing beautiful, world-class content. With this partnership, we can better serve our clients and carry our mission forward together.”
The Light is a production company guided by the principle that an emotionally healthy environment is paramount for creativity and high performance. From its inception in 2014, The Light has centered under-represented talent, with equity and sustainability as key pillars to delivering creative projects for... Read More