JWT, MassMarket Make Using Tissues Seem Fashionable

MassMarket and JWT New York have partnered up with noted fashion designer Isaac Mizrahi to make blowing mucus into a tissue fashionable for Kleenex in the new spot “Do My Thing.”

The 30-second spot, directed by Grady Hall, highlights different women (there are only women in this ad, because men don’t use tissues — they just blow snot rockets) expressing their personal style with their Kleenex selection. The new designs follow the ladies, enveloping their surroundings in their patterns and colors. To achieve the effect, MassMarket “brought together an interesting mix of artists and techniques to smoothly unite the multiple shots for this project,” explains VFX supervisor Diego Vazquez. This included implementing “traditional 2D, stylistic motion graphics and dynamic 3D.” The team’s distinctive visual design really shines in the spot, succeeding at making Kleenex’s new styles seem appealing and inviting. Credits after the jump. continued…

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Barton F. Graf 9000, Psyop Charm with ‘Clash of Clans’ Anthem Ad

Gerry Graf’s Barton F. Graf 9000 NY has worked with production company Psyop, fresh off their game-developing debut with the Susan Sarandon-narrated Nightmare: Malaria, to develop this charming spot for the Supercell-developed strategy game Clash of Clans.

The one-minute anthem ad places the viewer in the middle of the action, on the same level as the melee taking place. To bring the game to life in the spot, Psyop “embraced the bright, stylized and saturated look of the game,” explained Psyop Director Fletcher Moules. “We wanted to fully conceptualize what the world would look like if we were running alongside the horde of barbarians, what would it feel like to be covered in their saliva.”

The impressively animated ad really does a good job transporting the viewer into the world of Clash of the Clans, thankfully without any saliva. One noteworthy moment occurs when two giants chuckle as they are hit with cannonballs. It was one of Psyop’s favorite segments to animate, as well. “It added the heart and the warmth that was only achieved when we removed ourselves a little from the ruckus to enjoy it from their perspective,” said Moules.

It would appear that Supercell’s audience is enthusiastic about Clash of Clans as well. The video was released on December 23rd, and garnered 14 million views in its first week. Credits after the jump. continued…

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Clemenger BBDO Melbourne, Psyop Explore the Mystery of Energy

Origin “The Unknown” from Psyop on Vimeo.

Psyop and Clemenger BBDO Melbourne bring us this whimsical spot, offering up a childlike take on how electricity is made.

As Psyop Director Fletcher Moules puts it, they wanted to express “that feeling that something magical is hidden around every corner,”…or behind every socket. The spot uses whimsical imagery such as a monkey riding a bicycle that spins a turbine and fighting magnets to effectively communicate that most people really don’t know all that much more about energy use now than they did when they were children imagining such fantastical scenarios. Timing is key here: Just when you might be wondering “Okay, where exactly is this going?” comes the “It’s time to take the mystery out of energy” tag. The spot then ends by directing you to discover five ways to control your energy at originenergy.com.au. It’s refreshing to see an ad utilizing seeming randomness to deliver its message, as opposed to the myriad of ads whose message is obscured by attempts at random humor.  continued…

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