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Click 3x Makes Its Voice Seen in U.S. Cellular CampaignStudio provided design, visual effects and computer animation services (August 26, 2004)
Click 3x used voice patterns to represent annoying situations young people often encounter in life - but would prefer to avoid in their cell phone service - in a new campaign for U.S. Cellular. The studio provided design, visual effects and computer animation services for the four spots, conceived by G Whiz, New York, a unit of Grey Worldwide specializing in youth and entertainment advertising.
Each of the spot presents a humorous story visualized by the voice patterns of the participants. In Girls Night Out, a trio of young women groan at the approach of some would-be Romeos and the inevitable “cheesy pick-up line” to follow. The voice-over promises no-such hassles with a U.S. Cellular calling plan.
The spots are a follow up to a series of ad that ran last year and that also employed voice patterns as a storytelling device. With this new iteration, Click 3x’ task was to give the spots another dimension. “The voice patterns that appeared in the earlier spots were flat and our task was to make them 3-dimensional,” explained Click 3x designer Zack Kinney. “Our CG team modeled wave patterns, using the actual voices from the spots, and set them in 3D space. We were then able to have the camera move through this space, resulting in a very dynamic look.”
Click 3x personalized each of the spots, adding visual elements to the voice patterns that relate to the stories. In Road Trip, in which people in a stalled car cause a traffic jam, the voice patterns are illuminated by headlights and blinking traffic signals. In Girls Night Out, light from a mirror ball mixes with the voice waves.
“The agency creatives were great collaborators and gave us a lot of flexibility to try different looks and graphic treatments,” said Click 3x executive producer Jason Mayo. “That allowed us to bring something extra to the table and come up with ways to make the stories richer.”
The other two spots in the package include Lecture, with the voices of a bored college student and a professor droning on about art history (the voiceover tells consumers they can “forget feeling trapped”), and Discovery, in which roommates find something growing in their refrigerator (U.S. Cellular promises no such nasty surprises).
Click 3x also designed and executed the end tag featured in each of the spots. It includes an animated cell phone, created by the studio’s animation team, set over a limbo background with an undulating patterns of light that complement the earlier voice prints.
Credits for Click 3x go to Iain Greenway, creative director; Jason Mayo, executive producer; Zack Kinney, designer/compositor; Anthony Filipakis, 3D animator.
About Click 3X
Click 3X provides visual effects, computer animation and broadcast design services to the advertising and television industries. The studio is located at 16 West 22nd Street, New York, NY 10010. For more information, contact Phil McIntyre, Click 3X Partner and Head of National Sales and Marketing at (212) 627-1900, or visit www.click3X.com.
Related Keywords:Click 3x, U.S. Cellular, visual effects, animation, G Whiz, Grey Worldwide, Zack Kinney, Jason Mayo, Anthony Filipakis,