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AD AGENCIES in MOTION Keep It Moving! AD AGENCIES IN MOTION keep it moving! 6 AUGUST 2012 Pagogh Cho VP, Innovation ADCETERA © 2012 CONFIDENTIAL PLAY: ADCETERA DEMO REEL – http://youtu.be/K9FxO_nwE7w © 2012 CONFIDENTIAL ABOUT US ADCETERA is a full-service strategic marketing, Branding. advertising and communications firm. We provide a wide range of creative services for Publishing. business-to-consumer and business-to-business Merchandising. clients across a variety of industries. Digital. 3D modeling Animation Audio/video production Content management Digital signage Interactive demos Online advertising Search placement/optimization Streaming audio/video Web site development © 2012 CONFIDENTIAL THE AGENCY MODEL OPPORTUNITIES Freedom of creative concept to production Innovation and imagination inspiration, experimentation, and process Client/method/style variety ever-changing and flexible Cross-functional experience design, direct, build, produce CHALLENGES Fixed/limited budgets billable hours vs cost control Unpredictable timeframes hours/days/weeks Inconsistent starting resources from cocktail napkins to CAD Client 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 “Kustom Karts” 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 REFERENCE ASSETS Stage 01: Modeling None of these models exist in any digital version, so they require custom “from scratch” creation. FINAL MODELS © 2012 CONFIDENTIAL WEST COAST CUSTOMS: BUILD SEQUENCE Stage 02: Parts Modeling Based 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 Timing Once all the anticipated With Mario Kart 7 as our model, we’ll Once we’ve got our specs, we’ll machine components have been engineer 3D renderings to determine the molds out of high density Styrofoam and built, the previsualization actual dimensions for every single part and lay up our parts out of fiberglass. establishes timing and component. identifies gaps The frames will start out on a computer and be fabricated from scratch. Once the parts © 2012 CONFIDENTIAL of the chassis are complete … WEST COAST CUSTOMS: BUILD SEQUENCE Stage 04: Camera Composition Since 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 frames Average frames per animation: 2000 Average render times @ 720 – 4-15 min Average render times @ 1080 – 15-35 min © 2012 CONFIDENTIAL WEST COAST CUSTOMS: BUILD SEQUENCE Stage 08: Compositing & Color Correction Composite the renders, composite the integrated sequences and color correct the final assets. © 2012 CONFIDENTIAL WEST COAST CUSTOMS: BUILD SEQUENCE Stage 09: Distribution / Apple ProRes 422 Original file Delivery Apple ProRes 422 Without copy Quicktime H264 Original File Once all reviews and approvals Quicktime H264 Without copy are completed, a variety of International variations sequences are rendered and prepared for production for Scrubbed/cleaned source final episode integration. 12 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 projects Brand and identity Hardware resource allocation Licensing – talent, audio/video, logos, content, locations, etc. Cost benefits of hardware and software Timelines and transfers © 2012 CONFIDENTIAL AD AGENCIES IN MOTION What’s Next? Season Three © 2012 CONFIDENTIAL AD AGENCIES IN MOTION Thank you! Pagogh Cho VP, Innovation Adcetera adcetera.com [email protected] © 2012 CONFIDENTIAL.
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