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Click 3x Thinks Big For SamsungMassive animations grace giant Times Square billboard (February 05, 2006)
Bold and sleek, silent yet piercing, can best describe the dramatic new graphics package Click 3x (www.click3x.com) delivered for Samsungs new product campaign being displayed on Samsungs giant 45-foot by 40-foot Supersign located at Two Times Square.
(To view a Quicktime of the spot visit http://www.click3x.com/sitelets/sitelet.php?ID=65)
Click 3x beat out a handful of design firms to clinch the job for the third year in a row. This year the design team was given the task of creating animations for five distinct new products that included: an LCD TV, two new mobile phones -- the A880 and A940, a sports camcorder Miniket, a color laser printer and a sleek new video mp3 player.
?We have been able to take this project further and further each year, Said Todd McCammon, Senior Producer for Click 3x. ?With the creative, the design and with the approach and execution we employed, the final outcome is pretty spectacular.
It is estimated that nearly a million people a day are exposed in one way or another to Samsungs branding campaign high above Times Square. Approximately one billion people witnessed the sign in one night via the television broadcast of the New Years Eve festivities.
?We got the job because they trusted us, said Tim Dingerson, Design Director for Click 3X. ?Samsung trusted our capability as a design firm and our ability to create photo real, perfect looking 3D models of their product. We understood exactly what they wanted.
The Click 3x team created CG models of the actual Samsung products accurate to the smallest detail. In every case the :15 to :20 spots pop off the screen with the massive images of the individual products rotating in space, effectively communicating the products benefits through the use of text and inspired imagery without the ?luxury of sound.
In one stylized case Samsungs new video mp3 player is brought to life by surrounding the product with equalizer bars simulating the pulsing beat of music. In another, silhouettes of skateboarders and snowboarders represent the target market for Samsungs new Miniket sports camera. Throughout the short spot the silhouetted extreme athletes are shown boarding down white lines while the product demonstrates how its unique mini camera attachment can be fastened to different parts of the body for a birds eye view of the action.
?Every year we do things differently because we learn what works and what doesnt, said Jason Mayo, Executive Producer and partner of Click 3x. ?This year we focused on creating an environment for the products to live in that was conducive to that huge billboard. We feel that this year the final product looks great because of the environment the product is in and the sexiness of the product itself.
Click 3x delivered the final animations in three formats-- HD, NTSC and the Times Square version which was an uncompressed AVI file. The spots were designed in Photoshop, Illustrator, animated in Maya and After Effects. The Flame was used for final compositing.
About Click 3x
Click 3x is a digital production studio specializing in the design and production of digital imagery for the advertising and broadcast industries. Located in Manhattan, the studio is equipped with the latest in imaging technology and staffed by a team of world-class designers, artists and producers eager to take on any challenge. Click 3x was founded in 1994 as the industrys first all-digital production studio. Since then, it has continued to pursue innovation and to break down creative boundaries while working with the worlds best advertising agencies, broadcasters, production companies, directors and editors.
Click 3x is located at 16 West 22nd Street, New York, NY 10010. For more information, call (212) 627-1900, or visit www.click3X.com.
Tico Kanzaki - Designer Animator
Tim Dingersen - Designer Animator
Miki Araki-Daly - Designer Animator
Mark Szumski - Flame Artist
Aaron Vasquez - Flame Artist
Jimi Simmons - Flame Artist
Anthony Filipakis - CG Artist
Tom Hurlburt - CG Artist
Steve Burger - CG Artist
Jim Collins - CG Artist
Jason Mayo - Executive Producer
Todd McCammon - Senior Producer
105 Challenger Road
Ridgefield Park, NJ 07660
Account Director: Michelle Son
Account Executive: Soo Young Kim
Related Keywords:Click 3x, Samsung, A880, A940, Miniket, animations,