For nearly a decade we’ve been bringing some of the biggest names in CGI cinema to TV screens everywhere, from The Incredibles, X-Men to Lego Batman to the legendary Minions. From laboratories to living rooms, we’ve crafted engaging narratives to house these characters, that engage whilst landing Sky’s sales messaging. These ads don’t just sell, they entertain.
With a brand as large as Sky, it’s critical that all teams collaborate to ensure product, brand and campaign consistency across all touch points. We work closely with our friends at Sky, with regular touchpoints throughout production to make sure we are all aligned and that most up to date assets are being used throughout.
The voice-over artist is so important in creating the right vibe and communicating your messages. For years we’ve worked with the celebrity voice of Lauren Laverne to bring the charm and personality of the Sky Broadband to life. Somehow she manages to interact with the animated characters and you just dont question it? Which isn’t easy. Her upbeat, cheeky, girl next door warmth has been key to the success of these campaigns and continues to be so!
Here’s a little secret! We are supplied a video toolkit of assets created by the major animation studios. The character animations are given to us, as separate video files, with no backgrounds. Think of them as animated cardboard cutouts. Lovely right! Well…that’s where the first challenge begins. This ‘toolkit’ of assets must be used as supplied, they can’t be re-animated, flipped, re-timed, re-colored etc. Each clip is separate and the actions might not be related. The video assets are your visual building blocks, but they don’t have to dictate your narrative. You can use them in different orders, positions and duration’s. Don’t think of them as stand alone assets, you build the setting around them and can put props in front, behind and in-between them!
To create these flowing adverts, you really need to get to know what you’re working with, and take the characteristics of the animation to help develop the story and copywriting. Keep it simple to allow the sequences flow together. Don’t feel restricted, take on the challenge when using a toolkit, and think about fun ways the separate elements can come together seamlessly.