Agency: Two Tractors
Client: VÖOST
Project: It's in the Tube TVC
Role: Art Direction
3D Animation: Ashley Goodall
Platform: TVC / Social
Effervescent vitamin tablets brand VÖOST asked for an animation that would promote their product in a visually striking and memorable way. The door was open to anything that could combine the brand’s German production base with the range of vitamin options available.
I created three pitch options. The first was based on the German art and design movement Bauhaus while the second was a minimalist Op-Art style which grew out of the Bauhaus movement.. The final (successful) concept had the effervescent tablets being created through a series of fantastical machinery and rhythmic processes in sync to the beat of a mechanical electronic music track or 'Kosmische Musik', which is a genre synonymous with Germany.
The pitch was the easy part! Creating the animation was the next challenge. I meticulously researched references of 3D-generated abstract kinetic loops and geometric sculptures to find the right look and feel. After narrowing down the design for the imaginary production line 'machinery', it was a matter of blocking out the movement. I began with a rough 2D animatic and timed and finessed everything to be in sync with the beat of the music. I then worked with a 3D animation specialist to build the sketches and animatic into the final rendered scenes.
The client was thrilled with the end result. It was a good example of getting a client on board with an unconventional concept to promote their product by pushing the boundaries and taking risks as a great way to stand out from the crowd.
