CLIENT
Pepsi
www.pepsirecycling.com
Tribal DDB taps renowned Brazilian artist Carlo Giovani to craft the characters and scenes of a Pepsi Recycled world.
ROLE
• Concept
• Designer
• Presentation
• Collaborated with a writer to develop a script
• Recommended Talent Resources
• Art Directed the Illustrator, 3D Modeler, Animator, and Programmer
• Managed the internal Flash Developers
• Managed the internal Application Developers
• Managed four Freelance Production artists
DESCRIPTION
As the art director I began with the idea that Pepsi wanted to create a web experience that educated consumers on their recycling efforts and recycling in general in a fun and cool way. Attached you'll find designs showing a range of six different ideas and executions. The concept that was selected, the pop-up jungle was a paper craft / low tech experience. I selected a cool illustration studio in Brazil ran by Carlo Giovani to start making the cast of characters based on a script that I wrote in collaboration with a copy writer. I also sketched out a rough storyboard to give to the illustrator and explain my thoughts to the team. After getting past the language barrier Carlo and I came up with many cool ideas that added to the story. Due to time constraints and to make motion more realistic, the stop motion movie idea I presented was simulated in 3D. A studio in Canada I frequently work with was hired to recreate the illustrations, make some slight modifications, and bring them to life. Last, I outsourced the flash animation to a very sophisticated programmer because of the bandwidth issues of the video intense site. He has a partnership with the 3D animators, which worked to our advantage because of the interconnectedness of the animation and the site's functionality. Last we created the html version internally based off of Photoshop comps I created. I was the creative lead on this project and made sure that everything had the right look and idea behind it. Pepsi was very happy with the project and shows the video of it as one of their top 3 marketing initiatives of the year in all advertising spending.
