Thousands of online users’ photos helped produce this little ‘Thank You’ film from Land Rover to its Facebook fans. Created by Wunderman NY with Trunk Animation, the project invited fans to send in personal snaps for use in the video celebrating the brand reaching one million Facebook fans.
The animation charts a journey from New York to the Grand Canyon, taking in iconic American landscapes including the Florida Keys, the Great Lakes and Monument Valley.
Trunk directors Alasdair + Jock spliced together a number of techniques including stop motion, pixilation, CG and digital montage. Most of the background images were put together from diced up digital photos from the fans, rallied by Wunderman’s social team, and the final time lapse sky was provided by expert Andy Hague.
Working with the fans was particularly exciting, according to Trunk’s Richard Barnett, as the interaction with them drove major elements of the creative process. However, it was also one of the biggest challenges of the project – involving waiting for content from users to come in after a call-out or getting disclaimers signed, for example.
Quality was another issue, he adds, “because you’re asking a lot of someone to either go out and take some photos specifically for a project, or root around and scan in a load of old snaps, before getting them to upload them to a site, and then finally getting them to sign a release form in order to cover everyone’s posterior! So people will generally share stuff that they already have at hand, the easy stuff, sometimes whether that’s on brief or not. So we did learn that one call for submissions is not enough, you need to break it down and you also have to have a really co-operative and healthy fan base”
Agency: Wunderman NY
Production Company: Trunk Animation
Directors: Alasdair Brotherston and Jock Mooney
Producer: Richard Barnett
3D Animators: Mark Lindner and Luca Paulli
Pixilation: Steven Edge
Design: Jock Mooney
Compositing: Alasdair Brotherston
DOP: Matt Day
Time lapse Photography: Andy Hague
US Photography: Gary Griffiths
Texture Artist: Francesco Puerto Esteban
ACD Copywriter: Carrie Ingoglia
Senior Art Director: Saunak Shah
Senior Art Director: John McGill
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