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    History/Top Gear promo, “Unite”

    By SHOOTUpdated:No Comments2310 Views

    This animated promo for the new season of Top Gear on History gets its inspiration from classic 1980s’ cartoons like ThunderCats and G.I. Joe.

    The team at L.A. studio Roger, led by creative director Dane Macbeth, worked closely with History’s brand creative Matthew Neary to develop the :30 spot. Beyond just getting the look of each character right with a Saturday morning cartoon feel, it was important that the personalities of Top Gear stars–Adam Ferrara, Rutledge Wood and Tanner Foust–came through in the piece.

    In an effort to stay true to the cartoons that inspired the project, the animators avoided the use of 3D and instead utilized cel animation, 2D animation and matte paintings to create the action, characters and backgrounds of the piece. While the animation methods stayed traditional, the storyboarding process got a 21st century twist with the integration of GIFs. Using GIFs from the openings of classic cartoons for source material, Roger was able to storyboard an animated version of the entire sequence. This allowed them to really dig into the different animation techniques used in those classic cartoons.

    Credits

    Visual Effects/Animation: Roger, Los Angeles Dane Macbeth, creative director; Josh Libitsky, exec producer; Brandon Stevenson, producer; Evan Yarbrough, MK Fabila, designers; Jake Portman, animation lead/art director/2D animator; Alan Foreman, Jamal Otolorn, Matt Everton, Lyuben Dimitrov, 2D animators; Brad Arnold, storyboard artist. (Toolbox: Adobe Creative Cloud, Illustrator, Photoshop, After Effects, Flash, Maya–to generate reference sequences for drawn frames) Agency: History, New York; Production: Roger, Los Angeles Dane Macbeth, director

    Screenwork Type:Top Ten Chart
    Video Tags:Top Ten VFX Chart



    Ad Council and McCann NY Lend An Ear, Show That “Listening Is A Form Of Love”

    Friday, December 20, 2024

    Continuing their partnership to combat the mental health crisis among America’s youth, the Ad Council and McCann New York have released the latest installment of the “Sound It Out” campaign which focuses on helping parents and caregivers have meaningful conversations with their kids about emotional wellbeing.

    The new work, “Listening is a Form of Love,” focuses on the important role parents and caregivers play in supporting young people’s emotional wellbeing and is supported by new data from Surgo Health’s Youth Mental Health Tracker. The survey highlights that: 55% of youth (ages 10-24) report mental health struggles; and one in five youth report symptoms of depression, and one in four report symptoms of anxiety.

    The film includes an interactive digital experience that invites parents to practice “holding space” by pressing the space bar to listen to kids sharing what they wish their parents could hear, in their own words. Along with this literal interpretation of the active listening the campaign encourages, the website also gives valuable tools to help parents and caregivers be better listeners, and in turn, better support their kids.

    There is also this 60-second PSA--directed by Alex Fischman Cardenas via Greenpoint Pictures--which underscores the power and importance of listening to your loved ones.

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