Our friends at Gravity brought us on board to bring to life these energetic and fun social spots for Vitaminwater. The goal was to create entertaining and stylized animations that worked in various aspect ratios and played with silhouettes. We were presented with the challenge of figuring out how to creatively excute these spots using a method that would not be too time or cost prohibitive. The two traditional methods that were originally discussed were cell animation, and live action filming of silhouetted actors on green-screen. We came back with a creative solution that was neither of those things but produced even better results.

We began by designing videogame-style characters and then used pre-existing mo-cap data, along with some creative compositing techniques and particle-fx, to develop a workflow which hadn't been considered. The results looked fantastic, and the approach saved time and money!

CREDITS

Creative Studio: reactiv 
Creative Director: Alon Isocianu
Exec Prod: Anna Junger
Animation/Compositing: Alon Isocianu, Peter Skountzos, Hasan Mohamad
Agency: Gravity Ltd.