Hornet Launches Workshop for Handmade Work
Created 11/02/2010 - 09:14
files/pictures/picture-35.jpgPress Release from Hornet Inc.
Hornet Inc. is pleased to announce the launch of Workshop, a division of Hornet for all things handmade. Workshop is designed to focus on work that highlights the artistry and physical craft of our directors. Hornet’s animation studio has facilities in SoHo, NY where we maintain our offices for pre- and post-production, as well as a fully operational 6500-square foot stage and art department in DUMBO, Brooklyn. Workshop is a platform to showcase the craftier work of the Hornet directors.
Peter Sluszka's global campaign Claynation, for Land Rover, proved to be just the right spot to launch Workshop. The Claynation campaign of broadcast, print ads and digital was designed, fabricated and shot over the course of 5 months at the DUMBO stage. The spot used roughly 1.5 tons of clay, with animators brought in from across the country that specialized in claymation animation.
The Land Rover car used in the spot, the only non-clay element in the spot, was dissected, modeled and printed out on a 3D printer. The car, once assembled, functioned realistically from the steering, doors, to the practical headlights. In the campaign, the car is seen driving through many clay environments, with every frame morphed and manipulated, to create the seamless journey from cities to mountains and beyond.
The Land Rover Claynation campaign is a project that highlights the handmade work that Hornet has been creating. Our directors not only have the capabilities and resources to produce dynamic digital work, but they also excel in the physical realm. Workshop celebrates handmade work and is pivotal in sharing this process and developing more opportunities in this area.