25.03.2010
Prime Focus Animates characters for new CBI Campaign
The new ad of Central Bank of India evokes a common emotion amongst the audience- “It’s different for a bank!” That being the brief of the ad and the new campaign for Central Bank of India (CBI), it finishes with the punch line “Refreshingly different ideas”.
Central bank of India roped in R.K Swamy BBDO to provide creative services to the CBI’s trio-ad campaign which positions the bank as being refreshingly different and assisting its consumers with new innovative ideas.
Keeping the creative brief in mind, Gautam Pundit and Sangeetha, the creative team at BBDO, Creative Director at BBDO for the campaign, came up with the concept of a completely animated ad for the bank where, for the first of the three-ad campaign, the traditional story of ‘the hare and tortoise’ was delivered with a refreshing twist.
The fully animated ad, called ‘The Race’, was brought to life by Raj Tambaku and his team at Prime Focus.
The ad starts by showing the traditional story of the race between the hare and the tortoise. The hare is far ahead of the tortoise, when the clever monkey, who in ethos embodies the Central Bank of India, comes up with a refreshing idea to assist the tortoise. He gives him a pair of roller blades and a slight push. This helps the tortoise go past the hare and win the race.
Raj Tambaku, Creative Director and VFX Supervisor for the ad film, who also directed the film, said “the characters in the film were given special importance while designing; their appearance, the look and feel of them, all were thought through to give the fairytale woodland creatures' effect.”
The ad used several techniques in animation and the project was processed in a ‘pipeline’ concept- from concept art to modeling, rigging and texturing.
Maya and Fusion were used to animate the characters and smoke was used to put together the sky, magic particles and other background elements.
One of the major challenges faced by the team at Prime Focus was the shortage of time for a fully animated project such as this. “The team did a commendable job by pulling off a major project such as this, well in time. We used our creativity in ways to save time as well. Like, for an example, the leaves on the trees in the background were not modeled but painted in order to save time”, says Raj.
The project was worked on by 50 people at Prime Focus and was delivered within 22 days.
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