CRASH+SUES’ Creates Animated Campaign For Best Buy

Press Release from CRASH+SUES

Minneapolis: Ever wonder what comes with that tech device that you are about to purchase, and what accessories you’ll discover you need once you take your new gadget home?   Best Buy's new “What’s In The Box” in-store campaign provides the national retailer’s customers with the answer to just that question in a trio of stop motion animated spots brought to life by the talents of CRASH+SUES animators Sean Hall and Cari Merryman.

The trio of spots, "What's In The Box/Sony Nex-5 Digital Camera," "What's In The Box/iPod nano," and "What's In The Box/Samsung Nexus S Smartphone," each open with a bold super that reads, “What’s In The Box” and then the contents of the box are revealed using animation that brings wit and whimsy to the message.

“This is the second round of in-store spots that Best Buy has called upon CRASH+SUES to create, and we wanted to take it to another level,” says Hall. "To achieve a distinctive look for the iPod nano spot we created a runway-inspired set and a playful style of animation, choreographing the products’ movements as each item leaps out of its packaging onto a crisp white stage. Reminiscent of a model’s moves on the catwalk at a fashion show, the products pivot and turn, revealing their features as an upbeat music track sets the pace."

The second half the each spot begin with a title card that poses the logical follow-up question, “What’s Not In The Box?”   An energetic entourage of animated accessories that customers might want to consider adding to their cart present themselves, such as chargers, ear-buds, carrying cases, or a Bluetooth Head Set. ‘Have everything you need? We can help you find it?’ is the closing tag.

“Electronic products are expensive, so we also took care to devise rigging of the disassembled parts that enabled them to move and react the way we wanted, without destroying them,” notes Merryman.

“We were thrilled to have another opportunity to work with the Best Buy dynamic duo of producer Meg Bertas and art director Paul Carlson,” concur Hall and Merryman. “We knew going into the project that we had established a high level of trust and creative communication with them, and that it would be a lot of fun and a great collaborative partnership.”

CRASH+SUES’ animation and VFX team took the project from concept to completion:  Merryman and Hall shot the spots on a Canon 5D and used Dragon Stop-Motion software.  Matthew Kroese put together the rough cut in Final Cut Pro and Adam Celt created the product tags in After Effects.  Alex Engelmann brought his skills to the project by designing the 3D intro and exit tags on Maya and finally, Sue Lakso polished up the spots with a little final color correction.

About CRASH+SUES:CRASH+SUES is a full-service creative, design, FX, animation, color correction, editorial, and HD finishing company that provides clients with a cost-effective and seamless concept-to-completion approach. Their award-winning multi-disciplined collaborative team of talent works with a shared creative vision to create fresh ideas and bring them to life with visual stories that engage the audience and heighten their connection to our clients’ brand.

The Minneapolis-based company specializes in crafting commercials, branded content, trailers, launch campaigns, image spots, intros, opens and films.  For addition information contact Heidi Habben at 612.338.7947 and visit www.crashandsues.com.

CREDITS:Product:  Three :30 in-store spots

Titles:  “What’s In The Box /Nexus 5 Digital Camera”“ What’s In The box iPod Nano'“What’s In The   Box/Sony Nexus S”

Client: Best BuyExecutive Creative Director: Bill AndersonProducer Mega BertasCD/Writer: Paul Carlson

Animation + CGI Company: CRASH+SUES/MNStop-Motion Animators: Sean Hall and Cari MerrymanAE Artists: Adam Celt, Sean Hall, Cari MerrymanColorist: Sue Lakso3D Artist: Alex Engelmann

Audio Company: Splice Here/MN.

Music Company: Firstcom

Rick DeMott
Animation World Network
Creator of Rick's Flicks Picks