Terminix
Channel: Stash Magazine
Date: 2014-05-02

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Tvcs X 2 :30, :15
Agency: PUBLICIS DALLAS
Director: DVEIN
Production: BLACKLIST
Animation: DVEIN VANDO FURIA http://www.dvein.com http://www.vandostudio.com http://www.furia-digital.com

Dvein enlists fellow Barcelonians Vando Studio and Furia Digital to construct this visual metaphor for how incredibly destructive termites really are. "Initially, the storyline was about monsters flying over a town, turning into termites. But then we thought 'Why not show monsters causing direct damage to the houses?' The agency fully supported this idea and we developed it further with them.

"The monster design was our first challenge: developing a 3D creature away from the typical blockbuster, high-budget movies; we needed to create a characteristic identity that distinguished the commercial, that made it atypical.

"We decided to work with real land animals who are massive, like buffalos and elephants in a stampede, but which can also fly. We were searching for something unexpected and at the same time it had to have the insects features, but magnified.

"The idea was building a collage of attitudes, forms and textures that were also the projection of a termite's modus operandi. At the same time, our ideas had to go in the same direction as the client's, but without losing the organic forms of Dvein's signature.

"Once every monster was finished, we got into the animation process. Our main aim was to translate truthfully every detail of the monster into movement, transmitting the fast and action-packed rhythm of the commercial. We had only 10 seconds to show the monsters' capacity to fly, but also to destruct. The destruction feeling was very important, not only in the way that the monsters destroyed the houses but in the way the houses rupture.

"At the same time, we didn't want to lose the modeling and texturing details, so we chose to have a slow-motion sequence, that allows appreciating those details but at the same time adds drama to the story. Dynamics simulation tools as well as manual animation were required to achieve this.

"We were also very accurate in choosing the framing. We wanted to amplify the sensation of weight and clearly appreciate the anatomy of the monsters so we had to locate the cameras in strategic points to give the whole scene a deeper realism.

"In the second commercial we wanted to focus on the termites' most specific and basic feature: they eat. They eat a lot, especially wood. For this reason, we worked specifically with the mouth, almost a mouth with legs, but which also had saw characteristics."

For Publicis Dallas EVP/ECD: Shon Rathbone SVP/Group CD: Julia Melle VP/CD/art: Pete Voehringer VP/CD/copy: Steve Grimes 

For Blacklist EP: Adina Sales Producer: Michael Neithardt

For Dvein Character design/development: Dvein Producer: Esther de Udaeta

For Vando Producer: Ignasi Céspedes Character modeling: Álvaro Gasco Modeling artists: Omar Sarmiento del Barrio, Javier Jaen, Marc Calvelo, Jonatan Catalan Set modeling/texturing artists: Javier León, Jaime Fernandez Muro, Kepa Casado, Jonatan Catalan, Marc Calvelo, Álvaro Gasco Character TD: David Corral Character animator: Hugo Garcí­a Lighting/rendering artists: Javier León, Kepa Casado Special effects: Kepa Casado, Lluís Roig Comas, Roberto García FX artist: Marco Rossi Compositing lead: Roberto García Compositing: Rodrigo Fiallega

Music/sound design: Hecq Sound mix company: Infinia, Marc Gonell, Hecq

Special thanks: Furia Digital

Toolkit 3ds Max, Maya, After Effects, Photoshop, Nuke



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