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yU + co Explores Hidden Menace in Campaign for ?ReGenesis

Two cleverly macabre spots present seemingly healthful food items and reveal the stomach-turning dangers (May 23, 2006)

A new series of promos produced by yU + co for the Canadian television series ReGenesis is designed to interest viewers in watching the show about a team of biotech scientists?and perhaps also to spoil their appetites. The two cleverly macabre spots present seemingly healthful food items and reveal the stomach-turning dangers that lurk beneath their surfaces. A Gemini Award-winner, ReGenesis airs on Astral Medias The Movie Network in eastern Canada.

One spot opens on an apple, resting innocently on a white saucer. As the camera begins to circle the fruit, graphics appear detailing the unseen chemical compounds that may cover it, including shellac, carnauba wax and an assortment of pesticides. The typography breaks down as it swings by the lens, revealing that it, too, is composed of hideous forms of bacteria. The second spot performs a similar trick with an egg, which, it turns out, is a breeding ground for salmonella, egg peritonitis and something called ?lasalocid. Both demonstrations lead into the campaign tag, ?Rethink everything.

?The concept ties in nicely with the show, which explores threats presented by science to society, said yU + co producer Lane Jensen. ?We thought that an apple and an egg were perfect metaphors, as they are symbols of purity and they both present very simple images.


yU + cos animation department created the apple and the egg as CG objects. That allowed for the maximum in flexibility in controlling the camera, it also allowed them to be prepared as ?perfect archetypes. The studio also carried out the research that produced the list of toxic substances affecting apples and eggs.

The tension between idealized surface and hidden menace turns up in both obvious and subtle ways in the spots. ?The typography is degraded. Its affected by static and has the looks almost like dirt, explained yU + co art director Martin Surya. ?The type collides with the camera and momentarily breaks up into bacteria. It contrasts with the shiny surfaces of the apple and the egg.

Surya added that the campaign was not only creatively challenging, it also changed the way he looks at food. ?I often have an apple in my lunch, he said, ?but now I make sure to wash it thoroughly before I eat it.

yU + co credits for ?Apple go to Garson Yu, Creative Director; Carol Wong, Executive Producer; Lane Jensen, Senior Producer; Teresa Vilaseca, Associate Producer; Martin Surya, Art Director; Kamal Hatami and Nate Homan, 3D Artists; and Hiroshi Endo, 2D Animator.

yU + co credits for ?Egg go to Garson Yu, Creative Director; Carol Wong, Executive Producer; Lane Jensen, Senior Producer; Teresa Vilaseca, Associate Producer; Martin Surya, Art Director; Kamal Hatami, Nate Homan and Vlad Villanueva, 3D Artists; and Hiroshi Endo, 2D Animator.


yU + co is located at 941 N. Mansfield Ave., Hollywood, CA 90038. For more information, call (323) 606-5050.

 


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Related Keywords:yU, Astral Media, ReGenesis, design, animation

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