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J.J. Sedelmaier Animates "Tony Tuition"

Character realized as a cartoon envelope By DMN Staff Writer
An animated "Tony Tuition," a cartoon envelope, and "Rex," an animated exclamation point punctuated by a mortar board, present the College Illinois! pre-paid tuition program in new regional spots (:30) from J.J. Sedelmaier Productions, drawing upon the animation director's deep roots in children's animation styling.

The College Illinois! spot was commissioned by Chicago-based Celtic Advertising, which plans to extend the campaign for other media, including print, radio, the Internet and transit.

"Celtic Advertising had seen our reel and was fascinated by our experience with animation for children, things like 'Schoolhouse Rock,' Hasbro's 'Family Game Night,' numerous pieces for Nickelodeon and PBS, and recognized we were just the studio to craft a message that would reach parents of young children with the pre-paid tuition story," said Sedelmaier.

"It was a lot of fun to reach back into the bag of tricks to emulate that style in animating 'Rex,'an exclamation point wearing a mortar board, and his pre-paid envelope pal, 'Tony Tuition.,'" said Sedelmaier.

With the animation style approved, composer songwriter Art Labriola met with the Celtic creative team to get a handle on the lyrics. Sedelmaier's animators took the lyrics and a loose inspiration from 'Schoolhouse Rock,' making the spot as friendly as possible for viewers of all ages.

"I was born and raised in Illinois and attended college there and in Wisconsin so it was nice to help out with this spot," said Sedelmaier. The design and production process was easy. We produced it in our studios and enlisted Tape House Toons, NYC, for the digital ink and paint."

Sedelmaier is president of J.J. Sedelmaier Productions, White Plains, NY. Established in 1991, the award-winning studio has brought to life many of the seminal broadcast animation projects of recent years, ranging from the launch season of MTV's Beavis and Butthead, to an on-going series of edgy shorts for NBC's "Saturday Night Live," to the retro-hip Japanimation style VW "Speed Racer" commercial. Clients include all the major television networks and popular brands like Nike, Converse, Old Navy stores, Ortho and Quilted Northern Tissues. Recent awards include several 1999 Telly Award; and a 1999 Art Director's Club Gold Award.


Client: College Illinois!
Title and Length: "Tony Tuition" (:30)

Agency: Celtic Advertising, Inc. (Chicago, Milwaukee)
Agency Producer/
Mike Fredrick
Art Director: Rachel St.George

Production Company: J.J. Sedelmaier Productions, Inc.
J.J. Sedelmaier
Head Animator/Co-Designer: Dave Lovelace
Animators/Assistants: Rob Biddiscombe
Andrea Gonzalez
Sean Lattrell
Production Coordinator: Irene Cerdas

Post Production
Digital Ink & Paint:
Tape House Toons (NYC)
Music: Art Labriola

Page: 1

Related Keywords:cartoon, animation, Sedelmaier

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