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    Not To Scale Visualizes Hugo Boss Fragrances For Grey London

    By SHOOTUpdated:No Comments1389 Views

    Film and animation content studio Not To Scale recently partnered with ad agency Grey London and German luxury fashion and style brand Hugo Boss to produce a short film promoting the company’s new fragrances on Instagram. Directed by Not To Scale’s Steve Fuller, the short titled Boss Runway Edition–The Animated Film features the brand’s illustrations brought to life in Hugo Boss’ first move in animation. The result is a sleek, minimal, and ultra-stylized representation of the looks that are captured in each fragrance and characterized in the video’s caption: “a daring tuxedo, an elegant white day dress, and a sensual evening gown.”

    Of his inspiration and creative process, Fuller said, “mix the following ingredients in a smart way: Sirachai’s bottle illustrations, late Matisse work, a dash of Saul Bass, my own experience with illustration and animation, and staying true to the Hugo Boss fashion world.”

    As minimalistic as it appears, the animation was created with 3D software to allow for a wider range of motion, specifically for the complex movements crafted to express the strides of both models and everyday women. Fuller noted, “I try to keep it sophisticated, classy, and smart looking. It’s an exercise in restraint.”

    Credits

    Client Hugo Boss Agency Grey London Steve Elston, Connie Sone, creatives; Jessica Taylor, producer. Animation/Production Not To Scale, London Stephen Fuller, director; Phoebe Scott, producer; Prema Weir, animation lead/supervisor; Linda Johnson, Remi Borgeal, Sandra Guarda, Andrew Wilkin, Luca Paulli, animators. (Toolbox: After Effects, Photoshop, Maya)

    Media Type:Film: Web
    ScreenWork Categories:Short film
    Video Tags:Grey LondonHugo BossNot To Scale



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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