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.
CreditsVisual 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
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More