Hinge Digital Animates Forest Creatures for Integrated Campaign
Under the direction of Hinge Digital's Alex Tysowsky, a 30-person crew delivered multiple pieces of the campaign from concepting and storyboarding to character design and modeling, animation, VFX, editing and more - all within less than three months. The team faced a number of complex animation challenges throughout, especially in making the characters stand out without dialog and adapting design elements to ensure they would work across all facets of the campaign.
"Truly unique, the first ad introduces Goldie and Blue for the first time without any dialog, so our animation really had to drive the story. The success of the entire campaign hinged on our ability to visually convey the story through our animation on this first spot," said Alex Tysowsky, director, Hinge Digital. "Adding to the challenge, we had to carefully design the characters to work graphically across multiple platforms: TV, twitter, pens, plush animals, billboards."
In "Carrington College Squirrel," an amiable squirrel atop a tree sees three other squirrels on a neighboring tree indulging in acorns - representative of the student demographic. Intent on joining them, he edges out to the end of the branch, but one look down below petrifies him, and he returns to the base of the tree defeated. Goldie and Blue, symbolizing Carrington career counselors, appear and encourage him to take a leap of faith. After confiding in Goldie and Blue, he musters the courage to leap across - joining his friends. Outtakes of the spot, which started airing at the end of August on Carrington's website, offer an uncut, insider's look behind the shoot.