International animatics shop Animated Storyboards unearths the inspiration behind the objects at the core of everyday living in the new :60 “Cineminuto” for Camimex out of Y&R Mexico. The spot aims to educate Mexican citizens on the wide community impact of the mining industry, taking a full circle viewpoint of how minerals being mined underground are the true foundation of nearly everything we interact with on a daily basis. “Cineminuto” follows the genesis of the mining process, from initial curation, all the way through consumer use. We see a family enjoying an evening at home, peering into the original mining that led to the factory that created materials to build a satellite that delivers the very signal that broadcasts the television show the group enjoys after their evening meal. Animated Storyboards created the initial animatic for the PSA and, following a successful previs version, was then tapped to leverage their robust in-house pipeline to craft the full cinema version.

Click HERE to view “Cineminuto” or view below.

The charming spot, created out of the Animated Storyboards New York office, utilizes 3D animation and delivers lifelike movement through motion capture created with their in-house system. ASB Designer Nethery Engblom and ASB animator Yuri Kasprivski collaborated closely with Y&R Mexico to create unique and customized character designs for the spot that fuse a light cartoon aesthetic with authentic movements. With a bulk of the overarching design vision established during the animatic phase, the team was able to amplify the animation for the final cinema version, adding character nuances and expanding certain sequences.     

“There were so many efficiencies throughout the process by keeping the same creative team on the project from animatic through broadcast,” notes Animated Storyboards CEO/President Ezra Krausz. “Our team had already been collaborating with the agency throughout the animatic phase, and when it came time to begin broadcast animation we knew how to make the creative vision come through easily and quickly.”

About Animated Storyboards
Founded in 2001 by veteran commercial director and intrepid entrepreneur Ezra Krausz, Animated Storyboards is a leading international animatics company constantly evolving their craft of creating compelling visual experiences for commercial and advertising production clients. Fusing a dynamic global infrastructure with local, culture-driven collaboration, the ASB team works in multiple languages and time zones to bring ideas to life.

With over 300 employees across 10 offices, ASB boasts the capability to execute a wide array of projects entirely in-house with the utmost level of artistry, speed, and efficiency. From fully produced 2D and 3D video animations to detailed storyboard artwork, ASB is continually raising the bar on creativity and technology to deliver stunning results for their clients.