Collaborates with BVK to Deliver Integrated Ad Campaign Featuring Original Character Designs
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 – 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 – 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 – 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:Hinge DigitalnDirector: Alex TysowskynVFX Supervisor: Michael KuehnnProducer: Laura SchultznExecutive Producer: Roland GauthiernEditor: JD DawsonnComp Supervisor: J BillsnLighting Supervisor: Frank RitlopnLive Action Director: Devon Lyon, Lyon FilmsnLive Action DP: Bryce FortnernnAbout Hinge Digital nBased in Portland, Oregon, Hinge Digital is an award-winning animation and visual effects studio providing comprehensive creative services across the film, television and commercial industries – from strategy, concept design and storyboarding through to animation, visual effects and more. Home to more than six decades of feature film and commercial talent from prestigious studios such as Walt Disney Feature Animation, Sony Pictures Imageworks, LAIKA Entertainment and Double Negative Visual Effects, Hinge Digital comprises an accomplished team of passionate creatives and solution-oriented technical artists, industry standard tools and a robust infrastructure.nnHinge Digital has collaborated with agencies like BVK, draftfcb, Doner, Razorfish, AKQA, CAHG, BooneOakley, and Zimmerman Advertising to deliver broadcast, interactive and print work for clients such as Carrington, Carfax, Nike, Merck, Adidas, Minute Maid, Microsoft, The UPS Store, COX Communications, Target and more. For more information, please visit www.hingedigital.com.nnFor Mid West Sales contact Mary Ida Bonadio, for everywhere else contact Ramiro Gomez.
Contact:Katie Adams Raz PR Contact Katie via email
“Ǝvolution” Comes Full Circle At The Chelsea Film Festival
The Chelsea Film Festival, running from October 16th through October 20th, 2024, at Regal Cinemas here in Union Square, is set to host the East Coast premiere of Ǝvolution, a thought-provoking experimental micro-short film that proves big ideas can come in small packages and in perfect circles.
In just 1 minute 16 seconds, this cinematic gem by Award-Winning Director Romina Schwedler, with original music by Argentine Composer Ignacio Montoya Carlotto, explores a cycle as old as time: life leads to progress, progress leads to destruction, and destruction, well, leads back to life. But is this vicious circle unbreakable? Ǝvolution suggests the answer is yes, unless we decide to open our eyes.
Inspired by the overwhelming number of recent events that threaten human existence, Ǝvolution, possibly the shortest film in this 12th edition of the festival, plays out entirely through the symbolism of circles, cleverly illustrating —in the blink of an eye— the repeating patterns of history, and confronting viewers with the uncomfortable truth that our so-called “progress” may, in fact, be guiding us to our own ruin.Premiering at the Regal 14 Union Square, New York City, on October 18, 2024, at 11 a.m., Romina Schwedler's micro-short, featuring Leah Young with cinematography by Alan J. Carmona, will be sure to spark conversations longer than the film itself! Forcing viewers to reconsider the true meaning of evolution, not just as a biological process, but as a reflection of our collective journey as humans.
With a string of festival appearances across the globe, including CineGlobe at CERN (Switzerland/France), Oscar®... Read More