Nexus directors Tom & Mark have created a new TV spot for the re-brand of Royal Bank Of Canada for BBDO Canada. The fully animated :60 spot takes viewers through a business expansion after receiving a small bit of business advice.
The agency was looking for a retro stop-frame animated kind of look, which Tom & Mark enthusiastically explored. They wanted the animation style itself to have the naive, clunky charm of simple stop-frame, but to build itself to a level of sophistication that could only be achieved through CG. It was important all the character animation had a hand animated feel to it, and that the structural animation, although fairly complex, didn't feel too slick.
"When the initial script came to us we really liked its simplicity and charm, showing the runaway expansion of this muffin maker's small business. We pitched an idea where we would build his success story in one single continuous pull-out shot," the directors said.
The main pull-out shot that shows the expansion from Mr. Muffin's tiny stall into an international franchise was one of the biggest and most complex shots the studio had attempted. Nearly 100 characters, a model railway, muffin boats and robot waiters all fill the shot, which spans 30 of the final 60 seconds.
Animating out from the initial tiny stall, Tom & Mark built a giant department store/theme park based entirely on selling muffins. Each stage of its expansion needed to feel coherent and complete within itself, while also laying the foundations for the next stage. They wanted to create a brand for the business that had a positive and individual feel to it that emanated from the main character.
They were also key in developing the music to enhance the mechanics of the animation and bring a sense of fun to the spot.
View the spot at www.nexusproductions.com
Credits:
Title: MUFFIN MANLength: :60Director: Tom & Mark Perrett
CLIENTClient: Royal Bank of Canada
AGENCYAgency: BBDO TorontoAgency Producer: Beatrice Bodogh, Tracey AzzopardyVP Group Creative Director: Ian MacKellarCreative Director: Carlos MorenoCreative Director: Peter Ignazi
PRODUCTION and ANIMATIONProduction Company: Nexus ProductionsDirectors: Tom and Mark PerrettProducer: Melody SylvesterProduction Manager: Nathalie Le BerreAnimation and Post-Production: Nexus Productions
MUSIC AND SOUND DESIGNMusic: Brains & HunchSound Design: Brains & Hunch
