Sedelmaier Continues To Quilt For Northern
J.J. Sedelmaier Productions has created three new spots for DDB New York client Georgia-Pacific Corp. In the latest installment of the Quilted Northern bathroom tissue television campaign, Sedelmaier revisited the Quilted Northern quilters, created by artist Bonnie Timmons. These animated craftswomen have been featured in numerous Northern commercials over the past four years. In one of the spots entitled "Squeak" (:30), the trio is revealed at work with needle and thread. Each time the quilters make a stitch, a small audible squeak resonates. The senior member of the team explains that the sound emanates from the special "squeaky-clean" absorbency that only Quilted Northern provides. A particular and rather unusual challenge faced the animation company in "Squeak. "The biggest problem with 'Squeak' was with the sound itself," says Sedelmaier. "Deciding on an approach of synchronization of sound and picture that would support the visual and not distract from it was more of a challenge than we ever imagined it would be." Using a 2D cel animation package CTP for early pencil tests, Sedelmaier and his creative team maintained their long-term relationship with Los Angeles-based VirtualMagic for digital ink and paint services. "The Quilters are actually pretty complicated design wise," said Sedelmaier. "While a lot of animated characters employ a simpler approach to color, the Quilters require more than just filling in. We have to make separate animated levels of color, because the color works separately from the lines. We actually did the first two Quilter spots with traditional ink and paint, but since then, we've been working with VirtualMagic, which has made the process much faster and easier." Even as the new Quilter spots air, Sedelmaier is preparing to work on several new episodes of what promises to be an even-longer running campaign.