OES "Do The World a Favour"

This project was born with all the right ingredients. We had a creative carte blanche, a smart and supportive client, a worthy cause, and a schedule that wasn't going to kill us. The cherry on top of it all was that we were joining forces with Pitú to develop the project and were excited about the synergies this new partnership would create.

The brief was to create a 30 second spot for a new electronics recycling program in the province of Ontario. When Agency59 first came into the studio to talk about the project, we discussed a wide range of approaches and stylistic treatments. In its first iteration, the story was to open each scene with types of electronics (audio, video, office) which would be disassembled, revealing a 'return' button that would act as an anchor and transition mechanism. We also explored the possibility of having each scene be executed in a different visual style. Following a round of design and research though, we went back to the drawing board and built up a new idea that would show not only disassembly but separation, detoxification and repurposing of materials cradle to cradle. Once we had the storyboard, animatic, and style approved, Pitú directors Chico and Daniel flew up to Toronto, Canada to collaborate in close quarters for the remainder of the project.

Chico and Daniel came up with the idea of organizing the scenes and logic of the spot around a set of colour 'rules'. These rules dictated that each scene use combinations of no more than three colours from the 4 colour / 4 shade colour system they had developed. Other similar design 'rules' added a degree of stylistic restraint to the spot which is critical to its clarity and visual strength.

John Black of CypherAudio also got involved very early in the process, designing sounds and a rhythm track intended to evoke both obsolete, malfunctioning electronics as well as the strong mechanical rhythm of industrial machinery.

In the end we managed to deliver the spot a day ahead of schedule, all while still leaving time to hit the bar nearly every night during the process. Though we jokingly refer to it as the 'citric tokyo nightmare', this project was a dream for everyone involved.

Credits:
Client: Ontario Electronic Stewardship
Agency: Agency59
Agency CD: John McIntyre
Agency CW/AD: Ketan Manohar, Chad Burnie
Agency Producer: Bob Kirk
Production Company: Tendril Design+Animation Inc.
Directors: Chris Bahry, Alexandre Torres, Pitú
Art Direction: Pitú
Design: Chris Bahry, Chico Jofilsan, Vini Nascimento, Daniel Pommella, Alexandre Torres
Executive Producer: Kate Bate
Producer: Anne Deslauriers
Music & Sound Design: John Black of CypherAudio
3D Modeling: Alexandre Torres, Vini Nascimento, Chico Jofilsan, Daniel Pommella
3D Animation: Luis Guilherme, Vini Nascimento, Marcin Porebski
2D Animation: Pitú
2D FX Animation: Luis Guilherme
Lighting & Render: Chris Bahry, Alexandre Torres
Compositors: Chris Bahry, Chico Jofilsan, Daniel
Pommella