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January 27, 2010 by admin
Rhino Creates Russian Buzz For Beeline
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Rhino Creates Russian Buzz For Beeline Details
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- Description:
Rhino Creative Director Natasha Saenko crafted a unique cast of animated animals from scratch in stylized CG for the largest Russian telecommunications company Beeline. The prominent company sought out Rhino to develop a completely original concept, impressed by the studios extensive animation and photorealistic VFX, specifically a recent series of Kleenex webisodes directed by Harry Dorrington. Saenkos fluency in creating and animating, a completely original cast of Russian-speaking characters in a :40 spot dominated by music is typical of the flexibility, diversity and versatility that defines Rhino.
The spot highlights Beelines individual ringtones and the instant transformative effects of a positive phone call. Privet stars groups of stylized anthropomorphic sloths, meerkats and crocodiles who sit, bored, whiling the day away. A spontaneous phone call to their mutual friend, a gregarious beat-boxing frog, instantly enlivens the mood as he enters in a corner of the screen with his energetic, arm-flailing antics, setting the other animals dancing. Character development provided a challenge on many levels. Beeline provided the basic color palate and character sketches, leaving it up to Rhino to develop the overall concept and the specific actors that would fit into the Beeline brand. Saenko proposed her cast of walking, talking animals to Beeline and then enlisted their creatives to help conceive the characters personalities, asking them to imagine they were casting for a live-action project to settle on prototypes, which resulted in a crocodile modeled after James Brown and meerkats who moved like hip-hop dancers.
To perfect the animation, Saenko and the animation team studied humans in motion to mimic their actions or emotions, like fear or elation. Each animal had to be specially designed so that their movements and personality synched with their individual music, which Rhino also helped develop. The team worked in Maya, composited the characters in Flame, and delivered in Pal, collaborating closely with Beeline at each step.
- Views: 1,510
- Categories:
Animation,
Commercials
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- Tags:
rhino,
russia,
beeline
Rhino Creates Russian Buzz For Beeline Comments
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