Register

International Motion Art Awards: Thornberg & Forester, 1

By David Schonauer   Thursday August 14, 2014


In 2012, the Thornberg & Forester design and production company teamed with the DDB Chicago agency to create a fundraising video for the Ronald McDonald House Charities. The resulting one-minute piece is powered by a true story about a car accident that changed one family’s life forever—a narrative that, in turn, is pulled together and sent into forward motion by a simple animated device: a red ribbon that symbolizes the charity organization. “The thought behind the campaign is a simple one—that when you least expect it, your life can begin to unravel,” says Alex Braxton, creative director of DDB Chicago. The piece, one of two Thornberg & Forester videos selected as winners of the second annual International Motion Art Awards, is a case study in how to tell an emotional tale with simple, highly refined motion graphics.

________________________________________________________________________________________

International Motion Art Awards

A fundraising Video for Ronald McDonald House Charities
Thornberg & Forester

“That day started out like a typical Saturday.” So begins the powerful story at the heart of a video created by the Thornberg & Forester design and production company for Ronald McDonald House Charities. The purpose of the video, part of a campaign from the DDB Chicago ad agency, was to raise $1 million in donations in 2012. It’s emotional impact is stark: “The thought behind the campaign is a simple one—that when you least expect it, your life can begin to unravel,” says Alex Braxton, creative director of DDB Chicago.

In just 60 seconds, the video tells the story of a car accident that changes a family’s life forever—a narrative visually propelled forward with a simple motion-graphic device: a red ribbon that symbolizes the charity organization.

“To support the fluid nature of Erin’s story, we designed smart graphics and fluid transitions,” adds Braxton. “We distilled and refined our storyboards until the graphic language and tone were perfect. We also did a great deal of ‘ribbon R&D,’ to compare 2D versus 3D animation solutions, textures, and other physical properties and motion dynamics. Ultimately, our goal was to tell the story in a seamless way, as if the graphics were filmed in-camera as one continuous journey.”

Thornberg & Forester creative director Scott Matz worked with animator and compositor Jorge Peschiera to complete the video as one of life’s unexpected catastrophes, Hurricane Sandy, born down on the T&F team in New York. Peschiera and producer Kelsey Thomson worked long hours, even as the city lost power and went dark, to finish the video on time.

 

0 Comments

No comments yet.

Sign in to leave a comment. Don't have an account? Join Now


Motion Arts Pro