Award-winning animation and visual effects studio Hinge Digital recently teamed up with BVK to create a clever series of advertisements for Carrington College. The integrated campaign includes two animated and live-action broadcast spots, as well as three online outtakes, 24 print ads, plush toys and more, which all showcase original character designs by Hinge Digital‘s talented team of artists. “Carrington College Squirrel,” the first :30 campaign promo, introduces new Carrington bird mascots, Goldie and Blue, and is now airing on TV, with a live-action spot to follow in September. nnnComedic outtakes from the project are also available to view online here.nnUnder the direction of Hinge Digital‘s Alex Tysowsky, a 30-person crew delivered multiple pieces of the campaign from concepting and storyboarding to character design and modeling, animation, VFX, editing and more โ all within less than three months. The team faced a number of complex animation challenges throughout, especially in making the characters stand out without dialog and adapting design elements to ensure they would work across all facets of the campaign. nn”Truly unique, the first ad introduces Goldie and Blue for the first time without any dialog, so our animation really had to drive the story. The success of the entire campaign hinged on our ability to visually convey the story through our animation on this first spot,” said Alex Tysowsky, director, Hinge Digital. “Adding to the challenge, we had to carefully design the characters to work graphically across multiple platforms: TV, twitter, pens, plush animals, billboards.” nnIn “Carrington College Squirrel,” an amiable squirrel atop a tree sees three other squirrels on a neighboring tree indulging in acorns โ representative of the student demographic. Intent on joining them, he edges out to the end of the branch, but one look down below petrifies him, and he returns to the base of the tree defeated. Goldie and Blue, symbolizing Carrington career counselors, appear and encourage him to take a leap of faith. After confiding in Goldie and Blue, he musters the courage to leap across โ joining his friends. Outtakes of the spot, which started airing at the end of August on Carrington’s website, offer an uncut, insider’s look behind the shoot. nn”The creative process on this project ran smooth. BVK came up with the initial concept but gave us the freedom to design these characters and bring them to life in an interesting way that would translate across the campaign; it was pure magic,” said Hinge Digital VFX Supervisor Michael Kuehn. “When you run through dailies with a client and receive a genuine positive, passionate reaction to the characters you’ve worked so hard to create, that’s a great feeling.” nnBVK Art Director Ryan Smith shared, “Hinge Digital offers the right mix of creative talent, artistry and technology that this sort of campaign requires. They were there for us throughout the entire creative process and played an integral role in developing loveable, believable characters that carry this campaign.” nnHinge Digital leveraged a variety of technology throughout the project including proprietary plug-ins, Maya for 3D animation, Shave and a Haircut, Mari for 3D painting, Nuke for compositing, Mudbox and ZBrush for modeling, headus UVLayout, mental ray and SquidNet for rendering, as well as Shotgun, Revolver, Tweak RV and cineSync.nnProduction CreditsnCLIENT: Carrington CollegennAGENCY: BVKnProducer: Terri BurmesternArt Director: Ryan SmithnCopywriter: Seth GordonnCreative Director: Gary MuellernnAnimation/Visual Effects/Post:
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Quirky New Campaign For The 2025 AMP Awards For Music & Sound From TiNY Promotes Call For Entries
A new creative campaign supporting entries for the 2025 AMP Awards for Music & Sound, created by TiNY, the boutique creative agency known for bold ideas and sharp execution, has launched, and itโs turning up everyoneโs ears. Thatโs because the campaignโs quirky social videos feature talking ears (among other body parts), hilariously highlighting the often overlooked role that sound and music play in media storytelling. The first round of creative includes the spots โDemo Loveโ and โSexy Ear.โ (Watch Below) The first round of creative dropped recently on social media, with additional spots set to roll out over the next few months, all leading up to the AMP Awards ceremony scheduled for May 21, 2025, at Sony Hall in New York City. Sponsored by the Association of Music Producers, the deadline for submitting entries to the AMP Awards is March 7, 2025. AMP members entering before the early bird deadline of January 31, 2025, will qualify for a 30 percent discount on all entries. For full details on entry fees, category descriptions, and rules, visit the AMP Awards entry portal here. Despite the obstacle of having virtually no budget, TiNY delivered a laugh-out-loud campaign for the ad industryโs only non-profit, juried competition for music and sound that captures attention thanks to its clever humor and creativity -- one that bills itself, tongue in cheek, as โthe loudest show in the industry.โ "The AMP Awards have always celebrated creativity in its... Read More