We love animation because no matter how fantastical or hallucinatory an idea is, it can legitimately be brought to life. Case in point: another awesome project with Blacklist, a :30s spot for Pepsi, wherein a Pepsi can takes the spotlight as it morphs into pulsing speakers and a turntable that DJs itself, among other wild and spontaneous permutations.
The project started out as a fairly typical brief / pitch scenario; the agency boards depicted a series of 'morphs' with musical elements animating out of the logo in the centre of the can. Our rendition of the singing mouth morph was big hit with the agency and client, and so the remaining morphs all followed suit with elements shaped directly out of the metal of the can's surface.
During the pitch, we received a request to “make it modular”. It was an exciting challenge to come up with a way to make each scene interchangeable, and still maintain the momentum and flow of the overall spot. It meant that we would have to have ‘edit’ points at the head and tail of each scene where things would line-up seamlessly. Once we nailed down the structure of the spot based on this, we were able to have some fun with camera work and animation while still keeping it modular… and 4:3 protected ;)
Technically speaking, the project was daunting—in a good way. It meant the opportunity to develop creative solutions. In order for the elements to seamlessly morph out of the surface of the can, each shot was a completely unique rig, and in some cases multiple rigs with model swaps. T-1000 style liquid morphing is an old-school 3D effect, but the complexity of the topology changes from one object to the next made this project incredibly tricky. With all the morph rigging done, the added challenge were the droplets and splashes of condensation, which we built as a particle system that would follow the surface of the can as it crumpled and tweaked out from one scene to the next.
Featured here is our bright and shiny Director's Cut of the piece. Live for now, and dive on into it!
TBWA / Chiat
Alex Unick and Hilary Downes
Chris Bahry and Alexandre Torres
Chris Bahry, Vini Nascimento, Leo Mateus, Renato Ferro, Daniel Luna, Alexandre Torres, Andrew Vucko
Rigging and Technical Direction:
Renato Ferro, Marcin Porebski
Renato Ferro, Vini Nascimento, Marcin Porebski
Renato Ferro, Vini Nascimento, Marcin Porebski, Andrew Vucko, Fabricio Torres
Ben Pilgrim, Marcin Porebski
Brad Husband, Engin Arslan, Andrew Vucko
Lighting and Render:
Assistant Lighting and Render:
Brad Husband, Chris Bahry, Engin Arslan