Press Release from Head Gear Animation

Head Gear Animation, Due North Communications and Dairy Farmers of Canada, have recently worked together to launch Canada's first 3D advertising campaign for the cinema. They will play with the trailers before the feature 3D movies. The 3D commercials are a continuation of the award-winning five-second "Milk Dots" campaign, for which Head Gear has created over 100 different "dot-spots".

The spots are currently playing in Cineplex theatres throughout Ontario and the Maritime Provinces along with the trailers before screenings of Ice Age 3D.

Click here to view the spots.

"Getting a chance to break the two-dimensional plane was an awesome opportunity." Says Julian Grey, Head Gear Animation partner/director. Working with new "enhanced" scripts from Due North, Head Gear designed spots that would take advantage this new visual space. "Having the camera travel or things fly out at you is an absolute must", Grey continues, "it really changes the way you think about narrative."

Despite the technical challenges this new medium presented, in the end each spot was able to highlight different dimensional aspects. To check on their work the animators would periodically dash down to The Studio Upstairs which is able to screen cinema quality 3D.

The three spots were directed by Steve Angel (Jump Rope), Julian Grey (Straw) and Dale Hayward (Kid Kong). "No doubt this is a cool new way to capture the attention of your average popcorn-munching teen, which we were already doing with the random madness of the existing spots, these just take it to the next level", Grey adds.

With the increasing popularity and abundance of 3D movies coming out in the next few months, Head Gear believes the timing of the 3D launch is great. The 3D Milk Dots spots can be seen starting on July 3rd with the release of Ice Age 3D at Cineplex theatres throughout Ontario and the Maritimes.

Credits:

Title: Jump Rope
Client: Dairy Farmers of Canada
Agency: Due North Communications, Toronto
Creative Director: Karen Howe
Copywriter: David Gee
Art Director: Shawn Wells
Director: Steve Angel
Animator: Sean Branigan
Compositors: Finch Taylor, Daniel Lafebre, Paul Parvulescu
Production Company: Head Gear Animation, Toronto
Executive Producer: Andria Minott
Producer: Kathryn Rawson
Sound Design: Head Gear Animation, Toronto
Sound Mix: Krystal Music, and Doane LeBlanc

Title: Kid Kong
Client: Dairy Farmers of Canada
Agency: Due North Communications, Toronto
Creative Director: Karen Howe
Copywriter: David Gee
Art Director: Shawn Wells
Director/animator/compositor: Dale Hayward
Production Company: Head Gear Animation, Toronto
Executive Producer: Andria Minott
Producer: Kathryn Rawson
Sound Design: Head Gear Animation, Toronto
Sound Mix: Krystal Music, and Doane LeBlanc

Title: Straw
Client: Dairy Farmers of Canada
Agency: Due North Communications, Toronto
Creative Director: Karen Howe
Copywriter: David Gee
Art Director: Shawn Wells
Director & animator: Julian Grey
Animator & compositor: Paul Parvulescu
Production Company: Head Gear Animation, Toronto
Executive Producer: Andria Minott
Producer: Kathryn Rawson
Sound Design: Head Gear Animation, Toronto
Sound Mix: Krystal Music, and Doane LeBlanc