Damon Wayans is quite animated in a new ad for Aquafina called "I Know." In fact, he is literally animated. Rather than go with live action for this commercial, the creative team at Element 79 Partners, Chicago, opted for rotoscope-style animation directed by Christoph Simon of London-based Bermuda Shorts. Of course, one has to ask, given the fact that Element 79 had access to a celebrity, why animate him? "We wanted to create a breakthrough look for Aquafina by using animation," explained Element 79 group creative director/art director Debby Fries. "It really stands out." Shoot Online subscribers may read this week’s Top Spot of the Week in full by accessing the Current Issue in the Members Area.
CLIENT
PepsiCo./Aquafina.
PRODUCTION CO.
Bermuda Shorts, London.
Christoph Simon, director/animator; Pete Ellmore, live action DP; Sam Hope, producer; Pauline Hall, Jan Fairey, Ron Macrae and Fiona Woodcock, animators/art workers; Andrew Smith and Ron McMinn, After Effects artists.
HSI Productions, bicoastal.
Irv Blitz, director/DP; Elizabeth Spinzia, executive producer/producer. Shot at CECO Studios, New York.
AGENCY
Element 79 Partners, Chicago.
Dennis Ryan, executive creative director; Debby Fries, group creative director/art director; Carolyn Bergen Baba, creative director/copywriter; Tom Cronin, senior producer.
EDITORIAL
Avenue, Chicago.
Gail Gilbert, editor; George Friedman, assistant editor.
POST
Golden Square, London.
Yourick Van Impe, Inferno artist; Ben Hampshire, postproduction producer.
Company 3, Santa Monica.
Rob Sciarratta, colorist.
AUDIO POST
Hoffman Sound, Chicago.
Jim Hoffman, mixer.
MUSIC
Spank! Music and Sound Design, Chicago and Santa Monica.
Damian Heartwell, composer; Greg Allan, executive producer.
SOUND DESIGN
Avenue.
Paul Rodgers, sound designer.
Spank! Music and Sound Design.
Damian Heartwell, sound designer.