GLOBAL – In a somewhat belated anniversary tribute to D&AD Brazilian design studio Lobo has created a short film, ‘Wish You Were Here?’ that brings together some of the most memorable Pencil winners from the last 50 years in a surreal, dreamlike sequence.
The film is also part of a broader Call for Entries campaign to generate awareness and excitement around the 2015 D&AD Professional Awards.
In a press release, Lobo said that it was granted complete freedom with the film, with no fixed briefing and the only requirement that it should focus on the history of the festival.
“For that purpose our creative team was given full access to D&AD’s massive archive, and started the demanding but infinitely pleasurable task of sifting through thousands of outstanding examples of creativity in design and art direction,” Lobo said.
“Our choices were dictated in equal parts by the historic importance of the pieces and our own personal taste, while also trying to strike a balance between old and new, popular and more obscure work,” the press release read.
“Another principle guiding our selection was to contemplate a variety of visual techniques and styles: live action, still photography, 2D, 3D and stop motion animation, among others. This diversification was important for the creative process we were about to hop on once we had our compilation ready.”
The studio shared that it did not want to create a mere collage like a retrospective reel, but rather to offer reinterpret the Awards’ heritage in a creative, fresh way.
“Therefore not a single reference can be found in its original form: our idea was to swap techniques, characters and narratives between the pieces, all the while keeping a coherent visual identity throughout, since D&AD is notorious for its strong brand integrity,” Lobo shared.
“This creative method was extremely fun, and yielded moments like this: the Old Spice Man being played by a Nintendo Mii character in 3D animation holding a Sony Bravia bunny in one hand instead of a deodorant can. The bunny then jumps onto the next scene, and so on… This is the logic that guided our storytelling, with elements from a scene ‘trespassing’ onto the next, creating a flowing sense of forward motion across a series of absurd and humorous situations that, though irreverent, never feel derogatory to the original material – after all, this is a homage, not a parody. And with more than 20 different references packed in about one minute of video, it’s also a treat and a challenge both to newbies and connoisseurs of design and advertising alike,” the studio explained.
‘Wish You Were Here?’ will receive global exposure, featuring on D&AD’s website and as an opening piece at the next Awards ceremony. Meanwhile Lobo will be participating as a Mentor in D&AD’s brand new Next Director Award, which aims to discover and showcase the next generation of talented directors from around the world.
Entries for the 2015 D&AD Professional Awards are now open. All entries received by 20 November 2014 will save 10 percent on the cost of entry. Freelancers and sole traders that are members of D&AD are eligible to receive a 20 percent discount. To find out more about how to enter, visit dandad.org/en/professional-awards.
CREDITS
Client: D&AD Creative Direction: Mateus de Paula Santos, Loic François Marie Dubois
Art Direction: Lobo
Production Company: Lobo
Creative Executive Producer: Loic François Marie Dubois
Producer: Aron Aguiar, Eve Weigel, Amanda Queiroz Telles
Press Release: Roger Marmo
Concepts: Lobo
Motion Design: Fabiano Broki, Felipe Frazão, Cristian Cesar Cunha, Diego Coutinho, Diogo Kalil, Fábio Acorsi
3D Render: Mauricio Löbel, Felipe Bauer
3D Simulation: Mauricio Löbel
3D Animation: Diogo Kalil, Paulo Pássaro, Daniel Alvite
Cell Animation: Paulo Pássaro, Fabiano Broki
3D Modeling: Timothée Dessallien, Rodrigo Paulicci, Guto Sposito,
Rodrigo Ferreira do Nascimento, Felipe Bassi
3D Rigging: James do Carmo, Richard Maegaki, Viviane Adade
Stop-motion: Paulo Pássaro, D. Lee Peffer II
Director of Photography: Alexandre Elauiy
Prop Makers: Fabiana Fukui, D. Lee Peffer II, Ligia Jeon, Rafael Nascimento
Storyboard: Michel Venus
Digital Artists: Francisco Sanches, Rafael Nascimento
Print Design: Diego Coutinho
Executive Production: André Rosa, Alberto Lopes, Sérgio Salles
Production Manager: Rino Siviero
Production Assistant: Bruna Amorim
Technical Support: Carlos Eduardo Pennachin, Wesley de Oliveira
Making of: Simone Piccolo, Stefano Minelli
Line Producers: Davis Fabri, Fernando Lopes
Post Production: Fabiano Broki
Production Coordinator: Jessica Oliveira
Color grading: Cassiana Umetsu
Music & Sound Design: Paulo Beto/ Anvil FX
Client Services: Amanda Queiroz Telles , Loic Francois Marie Dubois
Special Thanks: Pablo Brandão and D&AD
