COURAGE TO GO BEYOND
THEWEEK - Making
The campaign stating - Courage togo beyond, which we took it too literally when it came to execution style ofthis TVC campaign. Differentiation is where it all starts from and thatsomehow, became the core of the TVC when it came to this campaign.
Let?s talk about the first TVC - 26/11.The style, in some way, got decided with this creative. Right from day one thebrief from the Creative (from Burnard Rajan and gang, Mudra Kochi) was to treatthe visuals differently. This was because repeated viewing of the same footageacross news channels had, kind of, made it a blind spot. While we got back oncouple of treatments it was Joono Simon (ECD, Mudra South) suggested to us to explorethe graphic novel style. Bingo! And that was it. As a production house we haveclear hold on the post production/VFX bit and we get excited by projects thatpush the envelope.
References that sold the treatment:
Now that Graphic Novel style wasdecided, what?s next? These conversations led to us decide the kind ofanimation that suits the treatment. Cell (animation) was beyond the questionbecause time given to us was just a week. After seeing an umpteen number ofportfolios we, somehow, decided on the illustrator, Priyankar (his blogdetails). Referencing got started on a frenzy and we landed up some very nicestyling (motion graphic styling). The best part about this campaignwas the team we got to work with. This was one of the projects where we nevergot a call from the agency on the deadline once we started the work, courtesyBurnard (we owe you one ;)). Online on this creative wasanother task. We clearly believe once the team falls into place (sensibilityand passion wise) the film evolves at each step. Sabu and Sachin (from Fuel Fx)definitely made us feel we were working with the right hands. The amount ofpatience required for creating a product like this and the deadlines ensured thatsleepless nights were in store. Thankfully the workflow, in some way, managed to fall into place.
First few tests done on smoke:
The Print Ad for the Campaign:
Check this out (before/after):
The idea of going with a digitalartist just made sure that the workflow becomes seamless. Digital pens (we oweyou another one ;))
We were pretty sure we wantedsome unconventional sound design for this film. A sound designer whounderstands the sensitivity of this creative and doesn?t go overboard, was thebrief given. That?s where Kunal Sharma fits in. The decision to go ahead withKunal was clearly on one parameter- he was the sound designer on Anurag Kashyap?sBlack Friday. We rest our case!!!Amidst our look out for new TVCseveryday this one was a pleasure to direct. Somewhere we feel the underarmcricket (test match format), which we play diligently everyday, just set theflow for this one. We took it session by session and the result is here. Weculled out all the elements while making this creative. Somewhere we owe it toall the references we fight for everyday. Might be useful for someone and he orshe has the courage to go beyond. Ending it with the crew details (thanksto one and all)
The Team:
Art Illustrator : Priyankar Gupta Colouring: Delwyn Remedios Post-production:Fuel fx Vfx Supervisor : Sabu Jose
Smoke Artist: Sachin Shashikant Kadbane VFxLine Producer: Akit Ashok Mendon Asst. Smoke Artist: Soham Arvind Raval Sound Sound designer:Kunal Sharma Asst Sound Designer:Mishaal Chinai, Dean Picardo
Production House: Pointbreak Networks Directors: Ghopal Krishnan, Deepan Mankad Consultant: Vinoo Krishnan Asst.Director:Rohan Ferreira Executive Producer: Prasanna Coondapur
Advertising Agency: Mudra, Kochi Creative Head: Burnard Rajan,
Creative Supervisor: Saritha Rajagopal & Dannilla Correya
Executive Creative Director, South: Joono Simon
Other Commercial We created For the same Campaign:
Waltz with Bashir comic
Discuss This Project: ( comments)