GEORGIA LOTTERY
With Georgia Lottery, the state’s youngsters can imagine new possibilities for themselves. In collaboration with director Morgan Gruer and SLMBR PRTY, we created a spot that illustrates these fantastical possibilities. Because of our broad skillset and diverse range of styles, we were excited about this opportunity to provide the animation for this mixed media shoot. Infused with determination and spirit, the final spot blasts off.
PRE-PRODUCTION ︱storyboard
The TVC follows the path of three imaginative and driven children as they dream up new futures, thanks to Georgia Lottery.
PRE-PRODUCTION | style frame
While the spot brings viewers into the imaginations of pre-school kids, the spot also was to be mature enough to speak to adults (the ones actually purchasing the lotto tickets). Thoughtful art direction and mixed animation styles, approached with sophistication and elegance, work to remind adult viewers of their own childhood dreams, and the spark they created.
PRODUCTION ︱ LIVE-ACTION
Production took place in a studio in Georgia, with local talent. The cinematography reflects the tone of the piece — curious, exploratory and dynamic. The Taylor James team then received the footage to create animation on top of it.
POST-PRODUCTION | ANIMATION
Director Morgan Gruer had a clear vision for the spot, while allowing the animation to be free-range. With the live-action shoot completed, we had to adapt to the footage. While we had created style frames from references prior to the shoot, some of the final footage was different than what we had envisioned. This required us to go back, rethink and adjust.
This is because the animation is informed by the lighting, textures, choreography and more of each frame. The animation is vibrant and expressive, yet polished. In order to make the animation feel like an integral part of the world, the various elements overlap and interact, uniting through color palette, color grade, frame rate, and attention to detail such as consistent lighting and shadows.
We used Maya, Houdini, After Effects, Nuke, Photoshop, and Painter to create the 2D and 3D animations.
Character studies: Birds
Character studies: Monkeys
Animation Development
