“Spring is nature's way of saying, 'Let's party!'“
― Robin Williams
The Call it Spring Spot 1 “style” spot
CALL IT SPRING
Combining live action elements, full cgi and colourful highly varied references all centered around abstract concepts of comfort and style, not only was this a challenging project from the start, it was one that I was very much up to and excited to run with. Being tasked to direct and animate the the tryptic of spots to highlight Call it springs new line of shoes was an excellent opportunity to try out some new looks and styles that I had been noodling around with. So with basically blank cheque for creative in hand we set to it
These are some of the final client chosen looks for the initial spots that we arrived at after several ideation sessions.
Here are some initially “approved” styleframes and concept shots for the Style spot
The Call it Spring Spot 2 “Comfort” spot for which I did the concept development and style framing visuals
Concept development frames for Spot 02
I had worked on the creative development for 2 of the 3 spots for this series. The Comfort spot revolved around the concept of interpreting the physical concept of softness into a visual world. These are some of the initial concept stills from this process
BELOW: Here are a whole truckload of alternate directions we explored for these spots
PROJECT CREDITS:
Client: Call it spring
Studio: studio tantrum
Creative direction/Animation/lighting/rendering: Lee james Ormerod