Virgin New Year Campaign
I posted this material on the Virgin Megastore blog which has interesting and fresh topics about Virgin Megastore and the entertainment world in general. If you haven’t seen it yet, I highly recommend it so you’re in the know. The below, then, is a re-post.
(Designing Virgin Megastore’s Christmas campaign)
Effective media and advertising campaigns are well presented short stories. To be successful, the campaign’s target audience has to either relate to or empathize with the visual. The artwork’s success can depend on 3D characters “speaking” to its audience through their facial expressions, body language, and accessories.
Simple enough, don’t you think? But how do you design well-rounded 3D characters to do the trick? And, in the case of building Virgin Megastore’s Christmas campaign, what traits do you give your characters for a fresh take on the stereotyped festive season’s cast?
What’s your character?
Our approach to designing fun, engaging 3D characters was to take the traits we see in people every day and show them through our cast of characters. To make it Virgin Megastore-related, we focused on the traits we often see in our customers. After careful consideration, our final cast became music and gifts related:
- The rock band front man played by none other than Santa himself
- The hip hop homeboy played by cheerful Frosty the snowman
- The comical reindeer sidekick sporting a customized RedBox scooter played by Rudolf the reindeer
Once we had the overall picture clear, we set out to build and design the details.
This phase is the most fun. It’s like playing a computer game that has no predetermined script to play along to. You make the script as you go along. To engage the viewer, a fully developed character ideally has three dimensions. These are thoughts, emotions, and actions. During the design stages, we wanted to have all three dimensions apparent in our cast of characters. We achieved them through a combination of body postures, character positioning and interaction, props and accessories and facial expressions. The choice of software was Cinema 4D for modeling and Photoshop for compositing, color correction and atmospheric effects. The campaign is currently at Virgin Megastore and is featured in print media around the Middle East for the month of December. So, as the artwork copy merrily says, rock your way to Virgin Megastore and get into the holiday spirit!