Smart Car "Against Dumb"
Channel: Stash Magazine
Date: 2014-04-14

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Viral 1:10
Agency: STRAWBERRY FROG
Director: BUCK
Animation: BUCK http://www.buck.tv

According to Billy Mack, production coordinator at Buck in NY, the brief from the agency on this viral was: "Here's a cool script, can you please hit the awesome button?"

Biggest challenge? "Time. We only had two weeks start to finish. This meant that what we designed had to be ready for animation and relatively simple to animate. We story-boarded not only the frames but also the transitions before we started designing as we knew this would carry the piece and help with the flow. 

"The hardest thing for us with a short deadline like this, is that there is little time to sit back and assess what you have done and ask yourself if it's working or not. You have to go with what you've done and nail it the first time round. We were fortunate that things went well, and both the client, agency and ourselves were stoked with the final result.

"The part we had the most trouble with was the pimped-out house â€" it was difficult to come up with things that were 'unnecessary' but not awesome. It was a fine line. Like who wouldn't want a slide going round your house from the roof to the pool? It is excessive though and so despite its radness it made the cut.

Insightful technical details from Mr. Mack: "Making the burger and have it stay upright was tough. The lights would melt the cheese and we were adding so much sauce that it would topple over when it got too high. We ended up getting the USA Jenga Champion from 2003, Stackhigh Topplenot to come in and stack the burger for us. He was amazing. The burger swayed a bit but we got the shot on the fifth take."

Schedule: "Approximately two weeks from brief to delivery."

For Strawberry Frog Interactive producer: Katie Lewis Creatives: Todd Beebe, Jon Vall

For Buck CD: Orion Tait EP: Anne Skopas Producer: Kitty Dillard Design: Gareth O'Brien, Yker Moreno Lead animation: Gareth O'Brien Additional animation: Chad Colby, Harry Teitelman, Yker Moreno, Claudio Salas, Jacques Khouri Sound design/music: Antfood Voiceover talent: Tirtzah Wilson

Toolkit After Effects, Illustrator, Photoshop, Flash




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