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AD AGENCIES IN MOTION keep it moving! 6 AUGUST 2012 Pagogh Cho VP, Innovation ADCETERA
© 2012 CONFIDENTIAL
AD AGENCIESIN MOTION
keep it moving!
6 AUGUST 2012
Pagogh ChoVP, Innovation
ADCETERA
© 2012 CONFIDENTIAL
PLAY: ADCETERA DEMO REEL – http://youtu.be/K9FxO_nwE7w
© 2012 CONFIDENTIAL
Branding.Publishing.
Merchandising.Digital.
3D modelingAnimation
Audio/video productionContent management
Digital signageInteractive demos
Online advertisingSearch placement/optimization
Streaming audio/videoWeb site development
ADCETERA is a full-service strategic marketing, advertising and communications firm. We provide a wide range of creative services for business-to-consumer and business-to-business clients across a variety of industries.
ABOUT US
© 2012 CONFIDENTIAL
THE AGENCY MODEL
OPPORTUNITIESFreedom of creative concept to productionInnovation and imagination inspiration, experimentation, and process Client/method/style variety ever-changing and flexibleCross-functional experience design, direct, build, produce
CHALLENGESFixed/limited budgets billable hours vs cost control Unpredictable timeframes hours/days/weeksInconsistent starting resources from cocktail napkins to CADClient review and approval frequent revisions, delays, and scope changes
© 2012 CONFIDENTIAL
CREATIVE EXAMPLE
As featured on Inside West Coast Customs on the Velocity Network TLC‛s “Street Customs” and “Street Customs Berlin,” and MTV ‘s “Pimp My Ride.”
© 2012 CONFIDENTIAL
CREATIVE EXAMPLE
The Project:
Animate a 60-second build sequence featuring “KustomKarts” for Nintendo’s Mario Kart 7 Launch
© 2012 CONFIDENTIAL
PLAY: MARIO KART SEQUENCE – http://youtu.be/IUQYTcHOY3I
© 2012 CONFIDENTIAL
WEST COAST CUSTOMS: BUILD SEQUENCE
Getting Started:Timeframe: 2 weeks
Challenge: build and animate four (4) custom vehicles
Details: 60-second, broadcast quality, HD/SD/Int’l formats
Source Assets: photos, diagrams, script, scratch VO
Workflow: nine (9) stage process with iterative approvals
© 2012 CONFIDENTIAL
WEST COAST CUSTOMS: BUILD SEQUENCE
Stage 01:ModelingNone of these models exist in any digital version, so they require custom “from scratch” creation.
REFERENCEASSETS
FINAL MODELS
© 2012 CONFIDENTIAL
WEST COAST CUSTOMS: BUILD SEQUENCE
Stage 02:Parts ModelingBased on the preliminary VO script, we focus on identifying required details for the transition, conversion and illustration of key components
© 2012 CONFIDENTIAL
WEST COAST CUSTOMS: BUILD SEQUENCE
Stage 03:Previz TimingOnce all the anticipated components have been built, the previsualizationestablishes timing and identifies gaps
Once we’ve got our specs, we’ll machine molds out of high density Styrofoam and lay up our parts out of fiberglass.
The frames will start out on a computer and be fabricated from scratch. Once the parts of the chassis are complete …
With Mario Kart 7 as our model, we’ll engineer 3D renderings to determine the actual dimensions for every single part and component.
© 2012 CONFIDENTIAL
WEST COAST CUSTOMS: BUILD SEQUENCE
Stage 04:Camera CompositionSince the voiceover walks the viewer through the build, camera angles, zoom, timing and elevations are planned.
© 2012 CONFIDENTIAL
WEST COAST CUSTOMS: BUILD SEQUENCE
Stage 05:Color / Look and Feel
Unlike custom paint jobs, colors based on existing brands must be accurate to match corporate and identity standards
© 2012 CONFIDENTIAL
WEST COAST CUSTOMS: BUILD SEQUENCE
Stage 06:Lighting / Texturing
Dark colors, deep shadows, crazy colors – all need to look their best.
Consider brand standards, playback variances and edits/revisions.
© 2012 CONFIDENTIAL
WEST COAST CUSTOMS: BUILD SEQUENCE
Stage 07:Rendering
Average scene duration: 320 framesAverage frames per animation: 2000Average render times @ 720 – 4-15 minAverage render times @ 1080 – 15-35 min
© 2012 CONFIDENTIAL
WEST COAST CUSTOMS: BUILD SEQUENCE
Stage 08:Compositing& ColorCorrectionComposite the renders, composite the integrated sequences and color correct the final assets.
© 2012 CONFIDENTIAL
WEST COAST CUSTOMS: BUILD SEQUENCE
Stage 09:Distribution / DeliveryOnce all reviews and approvals are completed, a variety of sequences are rendered and prepared for production for final episode integration.
Apple ProRes 422 Original file Apple ProRes 422 Without copyQuicktime H264 Original FileQuicktime H264 Without copyInternational variationsScrubbed/cleaned source12 file variations and transferable assets
© 2012 CONFIDENTIAL
WEST COAST CUSTOMS: BUILD SEQUENCE
Repeat:In all, 15 episode build sequences were produced with average production timeframes of 2 weeks each.
No two builds were the same and all sequences were completely custom … West Coast Custom.
© 2012 CONFIDENTIAL
AD AGENCIES IN MOTION
Consider:
Multiple concurrent animation projectsBrand and identityHardware resource allocationLicensing – talent, audio/video, logos, content, locations, etc.Cost benefits of hardware and softwareTimelines and transfers
© 2012 CONFIDENTIAL
AD AGENCIES IN MOTION
What’s Next? Season Three
© 2012 CONFIDENTIAL
AD AGENCIES IN MOTION
Thank you!
Pagogh ChoVP, Innovation
Adcetera
