Brand | QF RADIO |
Product/Service | EDUCATIONAL AND INFORMATIVE PROGRAMS |
Entrant | TBWA\QATAR Doha, QATAR |
Category | Film - Animation |
Entrant Company
|
TBWA\QATAR Doha, QATAR
|
Advertising Agency
|
TBWA\QATAR Doha, QATAR
|
Production Company
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GENTLEMAN SCHOLAR Los Angeles, USA
|
Brief Explanation
QF Radio has become one of the most popular news and discussion-based broadcasts across Qatar, focusing on the bright young minds. Its programs are educational and informative, especially in the field of Qatari history and traditions. For QF Radio’s new brand commercial, we created a distinctive, eye catching design – a visual manifestation of radio sound waves, a journey through the world of visualized audio. We wanted to connect Qatar’s traditions with a fresh, dynamic and forward-looking attitude, inspiring the audience to tune in. To build the bridge between Qatar’s history and its exciting present, we integrated national icons such as Arabian horses and Dhows as well as elements from contemporary music and sports.
Creative Execution
The styles and techniques used for the design and animation of the QF radio ads were developed as a way to create a language for the immersive styles and genres represented within it's branded identity. Using the personification of sound waves and stylized equalizer bars gave us a great jumping off point. We pushed the depth and energy so that the journey felt massive, and utilized our CG and FX techniques to seamlessly transition from one scene to another. Shooting the live-action using motion control gave us more flexibility when it came to blending the footage with the world around it. The other elements were created in CG, using cultural references and fantastical lighting setups to help bring them to life. We animated all of the hero characters first, creating a nice pacing to the camera moves. This gave us a great foundation to build the worlds and create our journey. We used Houdini to help create the wires procedurally, giving us a randomness that hand-animating them could not have achieved. The vibrancy of the QF Radio color pallatte added to the sense of wonder. In the final stages of the project we composited everything together in Nuke, adding in textures and extra layers of smoke. The lighting was also matched to the footage, creating a combination of designed elements and fantastical photographic frozen-moments.
Credits
Allan Manaysay |
Creative Director |
Allan Manaysay |
Copywriter |
Lorna Addicott/Alaa Jazmati |
Art Director |
Rouba Asmar |
Agency Producer |
Ivan Stolikovich |
Producer |
William Campbell/Will Johnson |
Director |
Gentleman Scholar |
Animation |
Yasmina Toak |
Account Manager |