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Imagine

Commercials - Animation

Imagine

Glassworks

glassworksvfx.com

DESCRIPTION

It is only too easy to understand these days how discouraging reality can be, especially when it clips the wings of your fantasy. 2020’s Christmas campaign from PENNY Market shows us how important it is to fight back, even in bleak times, and to keep on dreaming of a better world. As our hero in the story is repeatedly asked to “Imagine if everyone did that?!,” we transcend reality and are inspired to consider the impact of our actions on those around us.Glassworks is delighted to have partnered with Serviceplan to direct this heartwarming holiday film for PENNY. The German supermarket works with the Red Cross to provide support to those in need through the sale of their seasonal chocolate figurines, an important mission that takes the story out of the imaginary world to make a difference directly with local homeless communities during the holidays.To keep the emotions warm and stirring in this holiday film, we chose to build a workflow utilizing a mix of 3D and 2D animation. The hand-painted textures and illustrative style emphasise the human emotion and allow us to visualise the young boy’s imagination in an organic and artistic manner. The beauty of working in this hybrid illustrative style was how the team effort really blurred the lines that traditionally exist between departments in a visual effects pipeline: the character designer was doing texturing, the compositors were lighting, and the 3D artists were painting - something that would not occur in a strictly 2D or 3D animated project.In addition, the production was developed and executed with a remote team due to the lockdown. It has been an enormous source of pride to have worked together during this difficult year across multiple locations to deliver a unique story with a timeless message of caring for others.

Crew

GLASSWORKS Directors: Rüdiger Kaltenhäuser, Darren Macpherson, Kyle Obley, Hugo Rodríguez RodríguezArt Direction & Character Design: Hugo Rodríguez RodríguezHead of 2D: Kyle ObleyCompositing Artists: Alexis da Camara, Ruben Llusia2D Assist: Leonardo GrassiHead of 3D: Rüdiger Kaltenhäuser3D Lead: Darren MacphersonModelling: Abner Marin, Kornel Makarovicz, Līna Ozoliņa, Vladimir Venkov, Clara SimonéRigging: Dan Barker, Huhaa StudiosAnimation: Callum Austin, Roberto Pita, Luis Trebino, Norbert Kiehne, Andre De VillersFX: Marco RossiLook development: Jef Fleurkens, Matthijs Joor Storyboard: Guy PérezEditor: Ben PutlandColourist: Scott HarrisColour Assist: Luke Osborne MCR: Andrew KiddEngineer / Pipeline: Shaun Laws COO: Anya KruzmetraExecutive Producer: Chris KiserHead of Production: Belen PalosProducer: Rebecca JohnsonPost Coordinator: Katie ListonProduction Assistant: Patrick Armstrong

 

Software

Houdini, Flame