IBM—Dublin Lab

 Animade have created this great merge of animation styles for IBM. 

Here's what they say

'This mixed-media bonanza was created to showcase the amazing work being produced at IBM’s Research Lab in Dublin. We made one overarching film for an opening presentation at IBM’s conference in the city, and three smaller films to be shown in viewing ‘pods’ around the venue.

Following the success of the Roland-Garros animations we made with Ogilvy Paris for IBM previously, we were thrilled to have the opportunity to work with this great group of people once more. From the get-go, the project was a close collaboration between their team and ours.'

The really exciting aspect of this project was the mixed-media approach. IBM knew they wanted to take the animation in this direction, so they looked to us to suggest how we could solve this creatively within budget.

We were keen to make something that involved lots of techniques including stop motion, motion graphics, 3D and 2D animation, whilst getting multiple characters to work seamlessly across these spaces. The 3D opening shot presented a particularly interesting challenge; briefed to create a curved environment, we set up a spherical model in Cinema 4D to rotate beneath a fixed camera angle, giving the illusory effect of flying high over the city.

The trick was to make sure all the different techniques sat alongside each other nicely, which we achieved primarily through the use of a consistent palette of bright colours and an overlaid effect.'

'Being the beast-sized project that it was, the process involved a lot of people throughout and was great fun for the whole team. We had a catch-up every morning internally to see everyone’s latest renders and work through edit changes.

We also dedicated one of our rooms as the stop-motion studio, where everything was laboriously handmade out of coloured card, modelled and shot by our stop-motion specialist.

We used a particularly novel solution for the colourful character made out of blocks—the figure had to gradually form in stop-motion and be locked into place, so we fixed magnets onto the parts to allow them to cling together.

At the end of the main film we close in on this character and the camera zooms out to reveal that he is sitting on a 2D table, with a 2D background. This scene required a lot of attention in order to match real-life objects with flat illustrations, and to get the colours working together across dimensions.

While getting across some important insights into the future of humankind, each film is lovingly punctuated with humour and playfulness—we can't resist a mischievous sloth hiding in a dustbin.'

By: Lisa
Posted: Thu 12th May 2016

Tags: Motion, 3D, animation, character, Style, technique, variety


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