NATIONAL AD COUNCIL - SMOKING AD
THE PROCESS
THE PROCESS
CLEAR SKIES, CLEAR LUNGS
What if the state of lungs were like states of weather and the environment?
AUDIENCE
Young people (16 - 24) increasingly bombarded with visual messages.
EMOTIONAL TAKE-AWAY
The message has to be different and attention-getting. It has to stop viewers in their tracks and get them to know that this message is for them specifically. There needs to be honesty yet provide a hopeful message, or information on how to help.
CHALLENGE
Create an ad putting a new fresh perspective on smoking and lung deterioration because of the harmful effects of smoking.
PROBLEM: SMOKING
Cigarette smoking is responsible for more than 480,000 deaths per year in the United States, Why? Its because of nicotine, is the chemical in tobacco that keeps you smoking.
“Cigarette smoking is responsible for more than 480,000 deaths per year in the United States, Why? Its because of nicotine, is the chemical in tobacco that keeps you smoking.”
REFERENCE
After randomly stumbling on a video of PLAY-DOH burning into rubble, I decide to create a fully “stop-motion - like” 3D rendered clay environment of a forest and have it burn down like the play-doh in the video.
STORYBOARD
MODELING
I first created the landscape, creating a bunch of trees, bushes, grass, and cloned it onto a plane. For the bear, it was with all primitive shapes for easy animation and I nulled them all together to create the character rig.
MELTING EFFECT
To recreate the melting clay, I use the “pose morph tag” on the mesh after i sculpt the object to the position I wanted it to be. I animated the the original pose to the melting pose using the posed morph tag.
To transition from the green to the black, i used a octane mix texture and used and animated white to black fractal noise made in after effects as the animated transition values.
TEXTURING
After doing the scene layout, the creation of the bear, and the pose morph effect on the grass, trees and, bushes, I creating the stop-motion texture loop of a fingerprint image by animating the Normal, Rough, and Bump maps of the Octane materials, making them loop every second. I also added a slight displacement to the objects in the animation to make them feel like they are being touched and moved every frame.
Bump
Rough
Normal
COMPOSITING / EDITING
I edited and composited everything in Aftereffects. The Fire / Smoke assets were from Ringling’s access to “Action VFX”. I imported the Cinema 4D file into After Effects and tracked the individual fires to the nulls of the grass elements being burned in the animation.
