Logline:
Rhinofx Creative Director/Director of Animation Harry Dorrington creates an original 3D animated character starring in a Blue Light campaign for K-Mart.
Spot Descriptor:
In Runway, the first spot to break in the campaign, models walk the catwalk showcasing K-Mart’s Summer Collections as an animated light bulb engages in a series of playful comments and gestures to the amusement of a fellow onlooker. The piece introduces the CG character that will be starring in stores and throughout the :15 and: 30 television spots that also include a Father’s Day special and an upcoming summer sale.
From rhinofx’s Harry Dorrington:
The project was fast paced and intense from the start as the pitch process included a five-day deadline to come up with the entire original character description and design for the agency. We really wanted to tie the character’s storyline into K-Mart’s Blue Light Specials in the development of his personality and we were able to come up with a cool solution in a short time window. We have done similar character development and animation for Fruit of the Loom, Juicy Juice, Vise-Grip, and Ruby for ATI Technologies and have the studio bandwidth to support the high-end animation that K-Mart needed. Sometimes, our character development begins with a clean slate, no sketches or drawings, simply a blank canvas for us to originate, develop and evolve a brands personality. Our team, which includes lead animator Goran Ogdanovic, was able to execute on the character design, modeling, rigging, animation and blending, as well as integrating the live action shots. Original character development is the goal of any animator and we wanted to create a timeless 3D character that K-mart can use across platforms.
Creds:
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Client: Kmart Spot Title: Runway First Air Date: May 2007 Agency: Grey Worldwide Creative EVP: Jonathan Rogers Associate Creative Director/VP(s): Gigi Khemlani, Joanna Carver Associate Art Director: Justin Levine Executive Producer/VP: John Higgins Associate Producer: David Cardinali Production Company: Harvest Director: Michael Downing Producer: Francie Moore EP(s): Bonnie Goldfarb, Scott Howard Post/Effects: rhinofx/NY Animation Director: Harry Dorrington VFX Supervisor: Kathy Siegel Lead Animator(s): Goran Ognjanovic, Walter Lubinski |
Lead Composite Artist: Chris Difiore Composite Artist(s): Nitant Karnik, Rodrigo de la Parra 2D Graphics/Editor: Marc Steinberg Inferno Artist: John Budion Animator(s): Matt Connelly, Rob Dollase Senior Lighting TD/Project Lead: Jasmine Katatikam Texture/Lighting Artist: Chi-min Yang Lighting Artist: Aditi Kapoor Modeler/Tracking Artist: Brian Dinoto Managing Director/Partner: Rick Wagonheim Sr. VP Production: Camille Geier EP: Karen Bianca Bisignano Production Coordinator: Elena Casanova Editorial: Crew Cuts Editor: Bill Cramer Assistant Editor: Jay Omear Producer: Eytan Cutman |
About rhinofx:
Since its launch in 2000, rhinofx has created award-winning visual effects, design, and animation for commercials, VFX for feature films, episodic television, webisodic mini-series, and videogame cinematics. The company’s principals and artists have also led the industry’s exploration into the boundless potential of branded digital content. By cultivating extensive relationships with key brands, advertising agencies, and film/TV studios, rhinofx utilizes its creative directors and artists to develop and execute powerful branded entertainment to build both identity and awareness. The company’s principals include: Partner/CD/Director: Vico Sharabani, CD/Director: Harry Dorrington, CD/Director: Arman Matin, CD/Director: Natasha Saenko, SVP/EP: Camille Geier, and Partner/Managing Director: Rick Wagonheim.
