Markham Yard
2021-11-03
Children's Hospital Foundation
The Wonder Tower is the nickname given to the new home of the Children’s Hospital of Richmond at VCU. Set to open in 2023, the new children’s tower brings inpatient, emergency/trauma and outpatient care under one roof, with the benefits of being connected to an academic medical center.To announce the arrival of this new development, Markham Yard agency and LOBO created a film that expresses visually and storytelling-wise the comfortable, caring, healing experience the new facilities will provide to children. Directed by Isa Littger, the spot’s main protagonist is a teddy bear who gets a rip on its arm and is placed by its owner in a toy house-like version of the CHoR, where it goes through a treatment journey that plays like an adventurous ride through a wonder-filled world.Our general approach was to give the film a handmade feel, using CGI to faithfully emulate the textures of real materials like wood, clay and felt and the typical aspects of stop motion animation. This direction added a warm human touch and a tactile sense to the campaign, with a refined design sensibility that combines streamlined shapes and a limited color palette based on the brand’s visual identity, resulting in a film that appeals to an adult demographic as well as to kids.
Credits
- Agency Markham Yard
- CCO Markham Cronin
- Agency Producer Alec Lopez
- Director Isabela Littger
- Executive Producer Luis Ribeiro
- Head of Production Clara Morelli
- Producer Pablo Zurita
- Post-Production Producer Henrique Lovato
- Post-Production Supervisor Tatiana Caparelli, Rosângela Gomes
- Assistant Post-Production Supervisor Bruna Boretto
- CG Production Supervisor Cristiane Santos
- Art Director Felipe Jornada
- Storyboard and Animatic Rafael Fernandes
- Color Script Pedro Minho
- Styleframes and Concept Art Gabriel dos Anjos, Guilherme Lascasas
- Character Design Alexey Voltolino, Beatriz Mayumi
- Head of CG Fabio Shigemura
- CG Lead Danilo Enoki
- 3D Modeling/Texturing Guto Sposito, Rodrigo Paulicchi, Cristiano Porfirio, Max Beggs, Ricardo Riamonde, Milton Dias, Fernando Azulini
- 3D Rigging Felipe Gimenes, Rafael Dias de Moraes, Rafael Shiva
- 3D Animation Lead Marcio Nicolosi
- 3D Animation André Lorenzini, Larissa Paz, Karina Chung, Lucas Barbosa, Ewerton Farias
- 3D Lookdev/Lighting Maurício Trivelin, Igor Colaiacovo, Vinicius Paciello, Milton Dias, Fernando Azulini
- Motion Graphics Murilo Coda
- Compositing Lead Leandro Pena
- Compositing Narayani Andrade
- R&D Lead Filipe Lopes
- R&D Carlos Sanches, Alexandre Jum Murata
- Music & Sound Design Tonal Chaos - Marc Aaron Jacobs
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