Our first collaboration was a 30-second video for the My Cineworld promotion. The animation takes influences from classic films like The Great Escape, King Kong, and Back to the Future to entice moviegoers to sign up for My Cineworld membership.
Taking as a starting point the look of their poster and banner campaign, Loco’s Tony Lee recreated the 2D vector artwork into 3D models that would interact within a 3D world. This allowed for more dynamic and believable movements of the characters and objects as the camera followed the action through the various scenes. The team designed the look and feel of the piece around a shader that gave the CG a graphic 2D-style in keeping with the new brand identity of My Cineworld.
Loco’s production department also commissioned some of our extended team, Composer Steven J Wright and Sound Designer Steve Goldsmith to enrich the promo with their music and effects. To give the commercial added gravitas and familiarity, BD Network’s creative team selected actor/ comedian Peter Serafinowicz as the voice over artist. Loco’s Dan Coster and BD’s James Pettit directed the VO at adjoining sound studio Eclectic. Tom Balkwill provided the final grade and DCP deliverables in our in-house colour grading suite.
Agency: BD Network
Title: My Cineworld
Production Company: Loco
Creative Director: Dan Coster
Post Producer: Jen Reznick
3D Animator: Tony Lee
Additional 3D modelling: Bence Varga, Paul Evans
Colour Grade: Tom Balkwill
Sound Design: Steve Goldsmith
Music: Steven J Wright
VO: Peter Serafinowicz
For more information about this video or if you would like to discuss a script or treatment, please email Loco or call us on +44 20 7304 4403.