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TOPIX Creates Fully 3D Spot for Kinder SurpriseThirty-second commercial now airing
The spot began airing in English speaking Canada October 1 on YTV, Teletoon and Discovery Kids.
Kinder Surprise, described as an animated spokes-prize, is depicted underwater in a diving bell in the commercial, introducing his new collection of buildable collectable toys. Flanked by animated toys and marine life, he dispatches Bobby the bear to "alert the galactic fliers," and "tell Tommy Train" about the new toys. Bobby sends the message to the realms of outer space, to a desert where Tommy is seen whizzing by a cactus, and back to the aquatic depths where Kinder Surprise informs the audience of some of the prizes.
TOPIX Director of Animation/Animator Chris Johnson explains, "Both the agency and their client wanted to expand the market for Kinder a bit. Typically, a younger audience has collected the toys and they wanted to capture the attention of 7-, 8- and 9-year-olds as well. The spot needed to be edgier, more action-oriented to target the slightly older audience so we made the storyboard a little more upbeat and lively.
"Our team utilized more extreme camera angles, darker toned colors -- although the toys themselves are still constructed of primary colors -- there is a tighter focus on the toys, and we incorporated a number of interesting effects including particles coming out of the jet as it shoots by," Johnson says. "This was a challenging project as we had to incorporate multiple characters, projected light, particle effects, water, lots of interesting and well-illustrated backgrounds and still make it all readable in a compressed time frame."
Executing the project for TOPIX was Director of Animation/Animator Chris Johnson; Animators Craig Barr, Matt Crookshank, Bryan Huo, Greg Klein, Sean Montgomery and Livio Passera; Background Designer Mark Cutler; Technical Director Matt Daw; Senior inferno Artist James Cooper; Executive Producer Sylvain Taillon; and Producer Cheyenne Bloomfield. The creative team utilized Discreet Logic's inferno, Softimage XSI, Adobe AfterEffects, Photoshop and Illustrator.
Agency Garneau Würstlin Philp Brand Engineering was represented by Creative Director Michael Würstlin; Art Director Deborah Caprara; Copywriters Matias Silva and Cameron Algie; Project Manager Debra Collett and Producer Sharon Kosokowsky.
Music production was completed at Rosnick MacKinnon (Toronto, ON) by Composer/Arranger Guido Luciani, Sound Designer Tom Trafalski and Audio Producer Ted Rosnick. The final audio mix was engineered by Richard Benoit of Manta Digital Sound and Picture (Toronto, ON).
There was no live action, offline, or film-to-tape.
For more information, go to www.topix.com.
Related Keywords:3D, animation, TOPIX, design, commercial
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