Taylor James | Disney - Lilly Diabetes

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Disney – Lilly Diabetes
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Animation CGI Concept & Design Digital Environments Featured Healthcare Making of Post-production/VFX Type

Disney – Lilly Diabetes

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GSW came to us to produce this magical CGI animation, a charming interactive campaign for Disney and Lilly Diabetes who recently joined forces to raise awareness of child diabetes.

An enchanted woodland of sparkling toadstools, pixie dust, gem studded cobwebs, beautiful waterfalls and a hidden tree house… It could only be for one brand, Disney! This interactive animation takes you on a journey with new Disney character ‘Coco the monkey’, to learn of the family support material available for newly diagnosed patients. A worthy cause that tugged on our heart-strings and a great opportunity to let our creative imaginations go wild, we are proud to show off the final result. Bibbidi Bobbidi Boo!

Concept

CGI

animation

Concept – The Book

GSW our brief was to create a two minute full HD animated piece without any cuts at all! At the conclusion of the linear animation the piece also features interactive elements, appropriate for a touch screen that would be used by kids and their parents. Each touch of the screen involved zooming into the “hero” image to highlight specific information. More broadly, it was essential that the animation could capture a child’s imagination – helping them engage with diabetes whilst connecting them to useful resources at the conclusion.

The proposition was to create a magical journey into a storybook; arriving at a secret woodland grove beside a pool where a child or parent could link to cookbooks, novels and web resources all related to Diabetes. The look and feel had to be in sympathy with the Disney style…and include plenty of fairy dust!

Design and Creative Development

Our creatives and concept artists firstly work closely with the ad agency and client to evolve the concept through the pre-production stages, looking to maximise the overall creative message. As always, planning was key to achieving this stunning photorealistic effect.

This was an exciting challenge for the studio, as the look and feel of the piece would be stylized – rather than following the photo-real pipeline we are more renowned for. We had already created a high resolution Print image for this client on the same theme, so had previously developed a look and feel for the fairy dust, the woodland setting and some of the key features – such as the vines and mushrooms, which gave us a sound foundation. However, the new animated brief demanded that we go deeper into the woods, bringing them to life and peering more closely at the details…a challenge that would really stretch our creative muscles…as ever, up against a highly demanding schedule.

Production Solution

To stay on track tasks were distributed across the studio in parallel – the concept team explored the “look and feel” of the woodland glen as well as the story book and the compositions for each of the “information frames” at the tail of the piece. At the same time our director worked on the pre-viz and a third team began development on the many special effects; such as fairy dust and purple smoke that appear liberally throughout.

Whilst developing the concept, we build in efficiencies to maximise production value. We combined CGI with photography, shot at our in-house photography studio.

CGI Animation

Once the design work was approved we swiftly moved into 3D and began development on the most demanding element: the growth of the trees and vines. These were sculpted and detailed in Z Brush, then textured and rigged in 3dsMax. Many objects had to work from a distance as well as close up (as we zoom in to certain areas of the final image at the conclusion of the piece) so these areas of the image had to be developed in great detail in terms of sculpting and painted texture.

Post-Production

Following our production pipeline, the agency and client were kept informed at key stages, and guided through the decision-making processes. By re-utilising assets for consistency, establishing fixed camera positions and using proven shaders, the creative leads could optimise the quality of the material and answer all client, creative and production issues.

Our complete image production service allowed us to produce the campaign entirely in-house, through our photography, CGI and retouch teams. We understand that time, budget and flexibility are all important in the production process. The benefits, therefore, of having TJ run complete productions are numerous. It enables us to streamline all areas of production with a focus on giving our clients the very highest quality visuals.

Results

We supplied our client with the main video, along with all the zoom “loops” for the interactive sections, each with multiple layers; allowing their developer to seamlessly insert their own content (written and photographic) content within the visuals we’d created. This interactive film is now being used at conferences and fairs to engage children, parents and members of the medical profession alike!

Through decisive and creative problem solving, production issues and budget constraints can always be overcome. And with our creative and technical skills in-house, and the complete production delivered under one roof, we gain efficiencies that can be passed along. It allows us to strive for the highest levels of realism and a superior quality finish.

The final artwork ran across magazine spreads to a dedicated microsite and additional digital media.

Testimonial

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“The world’s leading luxury mobile phone brand brought TJ and renowned fashion photographer, Kristian Schuller, together for this cross-platform launch campaign for Vertu Constellation. The work ran across magazine spreads to a dedicated microsite and additional digital media.”

Art Director, Agency Supremo

integrated creative productions