We were approached by Douglass/Day with a brief that’s right up our street - to make their fury, wide-eyed vision a CGI reality for Cineworld’s gift-card advert.
We had a lot of fun creating Gus, but designing an imaginary creature with recognisable features and traits doesn't come without it's challenges! Especially when combining it with a realistic backdrop, whilst maintaining the stylised look from the earlier concepts. Once animation was in progress we needed to revisit how we'd set up some parts of his body, like his big fluffy mane, as we spotted some issues with the way his fur would react to certain poses.
Lighting and compositing was also slightly more restricted than usual, as the colour choice and lighting of the character had to match the live footage - which was especially dark being in a cinema! We took some creative licence to make the character stand out as much as possible, which took some back and forth with the groom and shading to make it work.
The advert ran in Cineworld’s UK cinemas and on social media from October 2017 until Christmas. We also produced the accompanying poster that appeared in Cineworld foyers across the UK.
Animation Studio: Blue Zoo
Creative Director: Damian Hook
Executive Producer: Tom Box
Production Manager: Chantal Baldwin
Design: Chris Rais
Additional Concept Art: Izzy Burton
Modelling: Pietro Licini
Rigging: Anthony Delliste
Animators: Ben Steer, Dane Winn
Look Dev/Rendering/Comp: Gherardo Zurla, Arthur Tibbett, Negar Bagheri , Elaine Thomas, George Quelch.
Cineworld Head of Marketing: Casey Cohen
Agency Creatives: Dan Douglass and Andrew Day
Production and Post: Nice Biscuits
Head of Production: Lesley Queen
Sound Design: Tim Lofts
Offline: John Layton