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Click 3x Sends Moonmen into Space in MTV VMA Promo Campaign
Click 3x found a place in the heavens for MTVs Moonman in producing a promotional campaign for this years Video Music Awards show. The digital design and production studio produced three promos centering on Miami, where this years show will be held, and the silver Moonman statues, shaped like an astronaut planting a flag, that are awardedat the event.
One of the spots opens on a Mooman floating in the air before a nighttime view of Miami. The statue begins to float towards the viewer while illuminating. As we pull back, the moonman begins to float skyward, joining dozens of other Moomen to fill the sky the with colored lights, like ceiling of a night club. The other two promos employ similar Moonmen tricks in environments representing a Miami hotel and the citys beachfront. All spots end with a dynamic three-dimensional animation that brings the two dimensional 2004 VMA logo to life. (I would like to highlight here that they designed the logo, but we found a cool, interesting way to animate it on screen that provides an impactful ending)
The clever visual is meant to remind viewers that MTV is bringing the biggest party of the year to Miami. ?Our creative brief was to integrate VMAs signature icon with its new location in a fresh and fun manner, explained Click 3x creative director Iain Greenway. ?The party lighting effect not only suggests a celebration, it directly references the VMA show logo which incorporates similar lighting effects.
Click 3x animator Jim Collins created a photo-real 3D model of the Moonman statue and compositor Mark Szumski animated and integrated it into the Miami background environments. As thebackgrounds are derived from still photographs, Szumski employed a number of effects techniques to give them the illusion of depth and movement. ?In the hotel spot, we animated the palm trees; in the city spot we used displacement mapping to make the water ripple, Szumski said. ?We brought the still environments to life.
?The Moonman has a very nostalgic feeling for those of us who grew up watching MTV, Szumski added. ?It was fun to work on something so iconic.
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.
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