IT’S GO TIME.
Everyday millions of cubic tons of pure protein is hand delivered to Jay’s house to fuel his wild trips to the gym 3 times a day. Imagine his thrill when the team at Venebles called with a job revolving around the stuff. Dude immediately sprang into full go mode. The campaign celebrates the good energy gained through Premier Protein bars or shakes in a whimsical everyday multitasking way.
As much as we wanted to break out our Wacom’s and sketch up Jay in a muscle tee, this campaign is geared to the everyday superhero – the mom’s of the world, or the businessmen cranking through phone calls… everybody needs a bit of good energy now and then.
Stylistically the gang at Venables wanted to expand upon the characters of their print campaign, but bring the miniatures they built for print into full, buttery smooth CG. Turns out we’ve got that covered.
If we learned anything from our high school trigonometry class, we learned you have to work all angles at the same time. That applies to just about every project we do. While we’re knee deep in modeling, we’re also building textures and shaders for those characters under the guide of the miniature look of Premier Protein’s print campaign. We took a trip down to “Al’s Discount Dollhouse” and bought up a few select pieces for Brien’s collection of miniature 80’s sitcom sets, and happened across a few references for the job as well. Using these, we followed the same scale in how we applied textures to our characters and their clothing.
Well before the final character design is signed off on, we had shaders built and ready, textures figured out and painted, and lighting was being tweaked in an effort achieve the miniature look Venebles was going for. When the character models were ready, they dropped right into our scenes ready to go.
Now that we’ve got characters, let’s make them move.
To get the miniature look we wanted, we bought a few miniatures from our local store and studied them. Most nuances are in the scale of the texture, and the imperfections of the build – turns out it’s hard to make a perfect scale model with your hands, things always end up a little skewed.
Like Jay at an All Protein Buffet.
We’re big fans of narrative work, and jump at the opportunity to flex that creative muscle. Exploring the characters and the settings that bring those narratives to life is really one of our favorite past times, right up there with Foosball and Puzzle Fighter.
Venebles had a great campaign on their hands when they came to us, and we’re happy to be involved with pushing that campaign into motion. Plus, we got to build that CG turkey we had our eyes set on for some time now – glad we got to cross that one off our list.