Platige brings a CG tiger to life in a series of new commercials for Polish energy drink Tiger.
When Polish energy drink Tiger needed a studio to bring their feisty namesake mascot to life, they enlisted the animation experts at Platige. The trio of electric spots takes viewers into the wild clubs, concert halls and outdoor music festivals of today’s youth.When the exhausted partiers are teetering on collapse, a miniature palm-sized tiger – speaking with the voice of Polish hip-hop singer Sokół – lectures, cajoles and encourages them onward into further adventure.
Platige’s main challenge was to create a miniature tiger that was believable both as an animal and as an embodiment of the Tiger brand, while integrating the moving creature into a closed human hand. They pulled off this delicate trick using a combination of Maya, Arnold and Nuke. Platige also used Maya plug-in Yeti to create realistic fur. Post work included composition and a render so detailed that the tiger’s fur lights red when he is speaking from the depths of a nightclub.
“We needed to create a tiger that was the perfect mixture of animal and human, to symbolize the animalistic part of human nature, with all its urges, energy and spontaneity,” explains Julian Cade, Managing Director of Platige NY. “While the tiger is shown in its typical animal appearance, it is not a humanized animal. It is just an animal. On the other hand, the human voice is the symbol of the logic behind all the tiger’s words, helping the youth to think clearly and energize themselves.”
Jennifer Wolfe is Director of News & Content at Animation World Network.