Archive for the ‘Social Media’ Category
The subject of this post is one of those (now) old, well used quotes from the film, Ferris Bueller’s Day Off. Whatever context you want to take it, I don’t think it has ever resonated more than in today’s marketing climate, everything moves fast and if you don’t stop and look around once in a while, then chances are you are going to miss (out). Marketing strategies are prepared many months, if not years in advance but the question is, with the now fast moving times, do they have the flexibility to respond to the moment? In my opinion that takes great courage within brand teams, and is largely based on whether they are willing to take a risk and put themselves forward before competitors. Can brands be agile and still maintain their values? Can they be reactionary?
The goals of Agile Marketing are to improve the speed, predictability, transparency, and adaptability to change of the marketing function. Via agilemarketing.net
I wanted to write this post and illustrate how agile marketing and digital production can go hand-in-hand and to dispel some myths about how animation and motion graphics can take a long time time and by virtue are expensive, which is not always the case. There are many levels of that process, that can be worked in order for marketeers to ‘hit the moment’. Engaging content can be created quite quickly; games, apps, websites and banners can all be generate in days, not weeks if its needed. Frameworks can be built within which target messages and values can all be placed in an instant.
The most recent, noticeable example in the storm of agile marketing was during this year’s Superbowl, when, halfway through the game the power went out for about 45mins, during which Oreo Cookie’s tweeted: ”Power out? No problem.” Then Oreo linked to an ad of an Oreo cookie, with the copy, “You can still dunk in the dark.” By the time the lights came back on, the tweet had already been shared more than 12,000 times.
The brand and its agency, 360i, were already huddled together and poised to produce a real-time ad. “We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity,” 360i president Sarah Hofstetter told BuzzFeed. “Because the brand team was there, it was easy to get approvals and get it up in minutes.” via Canadian Business
Back in 2005 we created an online series for SONY called Trona which assisted in promoting their online magazine My SONY. We produced one episode a week for 25 weeks and each episode was about 30-secs in length. The storyboard was approved on a Monday and the following Monday its was delivered complete. Since SONY is about (electronic) products, each week we agreed which product would feature, the stories themselves we pre-approved (in principle) on commission of the project. This project in my opinion is a primary example of how animation can work as an agile marketing asset. We laid down key foundations but we were able to move and change direction within any given week, we could roll with the moment. From our perspective this made the project even more enjoyable, it was challenging, innovative and got us recognised. From a SONY point of view it was risky and took courage from many stakeholders in order to make it happen. The project was a great success.
From an animation perspective we did this by laying down a skeleton framework, we considered the parameters in which an agile animation process would work, what tools did we need? And what parameters did we need to set? We created a library of assets, walk cycles, gestures, we created a lighting rig that could be dropped in at any point, we ensured the whole process was flexible. The only challenge was getting the (products) 3d build done in time, since we had the stories in place and knew the subject, we could use placeholders until we had the final one approved.
SONY said “Whereas we would normally arrive at a solution by talking to marketing agencies, Sliced Bread were able to deliver on both our objectives: create a ‘buzz’ around the My Sony membership program and acquire new members. We saw several very well executed creative ideas – and some did allude to ways in which an online animated series could elicit new members. However Sliced Bread went further. They seemed to get inside the Sony brand first to understand what makes people (our customers) tick. They then delivered a proposal that not only suggested excellent creative characterizations and plot lines, but was supported by interesting and forward thinking research.”
I guess the main challenge for a brand to work in an agile way is ensuring they upload their product values. There is so much focus on the brands that the wrong approach can cause a devastating result. Qantas Airlines hashtag fail is testament to that, and as discussed timing is everything.
Coca-Cola say: We have really valuable brands. Our brands is what our business is all about so we don’t want to be slap dash or careless and that balance between agility and care is something that we have to work at.
Image from the Coca-Cola – The Neverending Dance of Happiness Facebook game
So in conclusion, marketeers should stop to look around once in a while, see what is going on in the world at that present moment and make careful but responsive actions to it via the right (social) media channels. Online noise makes it a very crowded place, getting seen and heard above that is vital in today’s digital space. An agile approach allows flexibility to meet that demand, it may be too risky to make agile marketing the primary one, but creatively considered content production can put you on the right track for a successful campaign.
Sliced Bread Animation are proud to be a partner of Jamie Oliver’s Food Revolution Day on 19th May. We supplied graphics and animation, as part of ongoing support material to be used throughout the campaign. We worked closely with @amanda and the Jamie Oliver Foundation – a pleasure to get involved as always!
Jamie Oliver’s Food Revolution Day pre-roll sequence
Food Revolution Day on 19 May is a chance for people who love food to come together to share information, talents and resources; to pass on their knowledge and highlight the world’s food issues. All around the globe, people will work together to make a difference. Food Revolution Day is about connecting with your community through events at schools, restaurants, local businesses, dinner parties and farmers’ markets. We want to inspire change in people’s food habits and to promote the mission for better food and education for everyone.
After last years triumphant effort we agreed to offer another helping hand to this years global event – Twestival Local. Given that ‘local’ has connotations of collaboration, we decided that 30-second stop-frame animation sting would be the perfect medium. Stop-frame is my first passion, as some of you will know, as I spent the first 5 years of my professional career animating on children’s series for TV.
Working with Amanda, Crystal and Leynete is always such a joy, this year we had the added spin of having to find someone who could make us an original origami ‘Twestival’ bird and Sam Tsang kindly stepped in to help us, (his website is here). First of all he went off and fine tuned the type of bird we were looking for and then he helped us understand the process on how it is made.
Because of our client commitments at Sliced Bread, it was very hard for us to give as much time as stop-frame needs. We provided the equipment/ materials and enlisted the help of some current students and graduates, to get the production done. Georgie, Charlie, Hannah and David all kindly gave up a week of their time to come to our studio and animate. Georgie and Charlie have provided an insight into the experience below. Special thanks to those who gave a ‘hand(s)’ during the weekend shoot too – Adam (@wrongcrowd), Jo (@joellybaby), Carmen, Natalie and Christina.
This year Twestival is going ‘Local’ in cities around the world on Thursday 24 March 2011. Events for Twestival Local will raise funds and awareness for local nonprofits that organizers identify for having an incredible impact within their own community.
The events can be as big or small as the city wants to make it. We have had Twestivals in a local pub, a bowling alley, a trapeze studio, and even a giant yacht, all thanks to the generosity of local donors and sponsors who come forward to support the volunteer efforts. It is about using your time, talent and resources to come together on one night to make a difference. Think global, act local.
Working on this Twestival project for Sliced Bread throughout the past 7 days has been exhausting yet definitely exciting. The prospect of a creating a stop-frame animation from start to finish in just a week definitely had its problems but putting together all of our resources and creative minds (and some sweets) everything got resolved calmly. It was incredibly inspiring to be spending the week in a place, bursting with creativity, like Shoreditch is. Animating paper and origami birds definitely had its hurdles and restrictions due to how fragile they are but we found a way to simply rig them and animate their movements convincingly.
Big thanks to Jamie Denham for giving four students/graduates the opportunity to be involved in such a wide-spread project and giving us the freedom to be creatively responsible and also to all the participants who were kind enough to give up their Saturday afternoon to volunteer their hands for the project.
Oh my goodness! Where do I start?! I’d sum up the total experience as something like concept to animation in 6 days,fighting with blue tack, making and fixing mistakes we didn’t have time to make, pecking at grapes and MAMOM sweets while waiting for camera batteries to charge. For myself, the beginning started with high levels of excitement to be involved in a live project within the creative industry. The icing on the cake was that I’d be spending a week in the amazingly creative Shoreditch area. Nerves were normal as usual, as I was curious about how animating with 3 other individuals was going to turn out! It ended with a well deserved 30minute break on Sliced Breads amazing roof garden terrace, laughing joyously & hysterically (probably a result of sleep deprivation) at ourselves & the whole entire week with the amazing David Steed & Georgie Wright (Hannah you were there in spirit).
Awesome shout out to Sliced Bread’s head honcho, Jamie Denham, for giving students/ recent graduates the opportunity to get involved!
Following on from their success with 1066 The Game, Preloaded have launched Trafalgar Origins which was also commissioned by Channel 4 Education. Sliced Bread Animation also had a part in this production, creating some of the in-game assets; namely the ships rolling states (including the damaged states plus furled/ unfurled), the sail simulations, explosions and barrel rolls. Jon at Poked Studios partnered on the project to assist with the character design.
The most complex part to our assignment was creating a workflow for the rolling states of ships (sail open, closed, damaged etc.) which had to cover every direction permutation. As a best practice approach, we built all 3 ships as 3D assets and created a toon-like shader to not only keep within the look of the overall design, but also to have better control over the required simulations. We then set-up a Maya’s inherent dynamic system to control the sail shapes.
“Trafalgar Origins is a game commissioned by Channel 4 Education for the Bloody Foreigners season to be broadcast in June 2010, supporting the Hardy Pictures production of Battle of Trafalgar. The game has been created by Preloaded, the same studio responsible for Channel 4’s award-winning game 1066.
“We’ve created an educationally robust, casual game that combines the energy and drama of 19th Century naval warfare with the social context and human history that underpins the Channel 4 season. The history has provided a backdrop for a rich and dramatic gaming experience which will resonate strongly with the target audience.”
Phil Stuart, Creative Director, Preloaded
It is the first game to use Channel 4 Educations new Facebook Connect component.
Here’s an animation we have just completed for Twestival Global (2010)... see twestival.com for more details. There’s a blog post coming up shortly, which details more about the collaboration process (which was a fantastic experience), but for now we wanted to get it out there and promote the cause.
Creative: Crystal English, Leynete Cariapa, Animation: Sliced Bread, Music: EliasArts, Audio: Green-Shoot, Recorded at Dammit Ltd., Voice: Lawrence Sheldon, Twestival Bird: 383 Project, Video Footage: charity: water, Thanks to What Talent Ltd., Produced by Connect the Dots Foundation, Photography Courtesy of National Geographic (c) James P. Blair/ National Geographic, Gabriele Gaspardis, Justin Sangani, Brooks Walker/ National Geographic, Johannes Ehrhardt, James P. Blair/ National Geographic images
What is Twestival™?
On Thursday 25 March 2010, people in hundreds of cities around the world will come together offline to rally around the important cause of Education by hosting local events to have fun and create awareness. Twestival™ (or Twitter Festival) uses social media for social good. All of the local events are organized 100% by volunteers and 100% of all ticket sales and donations go direct to projects. If you would like to get involved, please Register your City, Register your School, or Volunteer and we will get in touch. Organizers will be given a handbook and invitation to our collaboration workspace. Follow @twestival for updates.
Argos have recently launched this Sliced Bread created game (client: Meteorite) to coincide with their ‘Toy Tester for Year‘ competition and ‘Big Play’ Roadshows. The game has 3 competency zones, each with 4 playable levels. Players can also invite their friends to join them in mini high scoreboards. You can play the game here.
I’m Angus and this is my awesome Toy Testing factory. It’s my job to make sure all the toys are off the Fun-o-meter scale! But there are so many great toys here, I need another Toy Tester to help me. So let’s see if you’re up to the job. Collect as many toys as possible from the Big Play Area zones – the clock is ticking!
Good day today plenty of progress made, Z800 machine running well couple of issues with encoding audio via Premiere CS4, seems to be a software issue though not the machine. Most of the shots are now planned through, story just needs a little tightening against the new voice-over.