Tuesday 01 Apr 2008 - 10:35
Multi award-winning animation director, Genndy Tartakovsky, best known for Star Wars: Clone Wars, Dexter’s Lab and Samurai Jack, has directed two more animated spots for GlaxoSmithKline, through Arnold Worldwide NY.
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After the critical success of last year’s animated spot for Nicoderm, Arnold again chose The Orphanage and Genndy Tartakovsky to conceptualize and carry out a new global campaign starting in the UK, US and Australia. The spots were produced by Orphanage Commercial Productions, an offshoot of the film VFX house.
This new two spot campaign combines Genndy’s signature 2D style and adds 3D characters and environments with
cavernous backgrounds and innovative use of kinetic camera techniques.
Remarks Genndy: "I thoroughly enjoyed the creative process of conceptualizing the way nicotine scientifically effects the brain. It was a great to have the opportunity to further develop the characters that we created in the first spot and it was also great fun to work in 2D again."
Orphanage Commercial Productions executive producer, Paul Grimshaw adds: "It is always rewarding to continue working with an original concept with the same agency and client and watch the creative process taken to new heights."
Inspired by the tagline 'Tame the Beasts', Tartakovsky’s direction of the two 30-second spots feature nicotine brain receptors represented as dozens of tiny monsters that live inside a smoker’s brain who control human behaviour, starved of nicotine they furiously rebel, but when the nicotine product is administered they become happy and tranquil. The product appears, sending out calming beams of light which put the receptors at ease.
The GlaxoSmithKline nicotine product is known as Niquitin in the UK, as Nicoderm and Commit in the US, and as Nicabate in Australia. The 3D character animation for the spot was created under VFX supervisor Corey Rosen and animation supervisor Nathan Fariss also of The Orphanage.
Arnold executive producer, Eric Herrmann says: "The idea of a brain filled with monsters directing your desires was so successful worldwide, we couldn’t wait to bring the campaign back to Genndy and The Orphanage and have them run with it. I am convinced these spots will be even more popular."
The spots, Warning Panel and Willpower can be viewed on The Orphanage Web site.
Digital Arts Staff
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