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Rhinoceros Designs Episodic Ad Campaign Airing on TV and WebConsists of 30-second spots as well as print ads (July 27, 2001)
On July 12, the first "Web-isode" will air on www.LostChange.com. Subsequent editions (each 90 seconds long) will chronicle the adventures of friends who find a bag full of cash and travel to Bangkok, only to learn the money's rightful owner is pursuing them. Additionally, the material is being repurposed to run as 30-second TV spots, as well as print ads. Plus, MTV will air the film on their M2 network. Director Albert Watson for New York production company Cyclops shot the film on location in Bangkok.
Rhinoceros provided moving type, animation, and other graphical elements to advance the film's visual appeal.
Executive Producer/Partner Rick Wagonheim explains, "The project was exciting because of the convergent opportunities to create something for traditional media but also repurpose it for new media. This realizes all the discussion and speculation we've been part of since the concept of convergence was ever mentioned. We are digital artists and the medium is of no importance. The application of that artistry, however, is paramount."
Harry Dorrington served as Creative Director for Rhinoceros. He relates, "We were given certain graphic elements to work with, such as the fonts. We also incorporated the display screen of a Motorola pager, for example. But we were essentially left with an open canvass, and I think we really demonstrated the level of design we're capable of." Dorrington, Marc Steinberg, and Joon Seo Lee handled compositing in After Effects, as well as 3D animation and the title sequence in Softimage and Electric Image.
"This was a great opportunity to work with some of the best brains in the business," says Mike Jukovac, president of Cyclops, which served as the "virtual agency" on the project. "The creative teams of Chiat/Day, Ogilvy, and Young and Rubicam all worked together on this; that in itself is unprecedented. The result was truly innovative content branding. We brought Rhinoceros in as another creative partner, because we knew they were capable of taking it to another place." While the film showcases the products of Sony, Motorola and SilverTab, the music of hip-hop group Black Eyed Peas, and the backdrop of Bangkok, Rick Wagonheim is certain Rhinoceros's influence is equally prominent in the mix.
"I think there's definitely a Rhinoceros style," he reflects. "While people are often describing their design work as 'edgy' or 'dark', we're different in that regard. I think our work descends more from the film titling of Saul Bass and Elaine Rankin. The emphasis is on simplicity with style and grace. It's cleaner, warmer and conveys friendliness more pleasing to the eye than a lot of the design I see today. It is graphic design that does not try to be hip for the sake of hipness."
Related Keywords:Rhinoceros, animation, production, TV spots, artists
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