St Luke’s 2022-12-27

TotallyMoney

TotallyMoney is a UK-based fintech that provides customers with credit advice and brokerage, in order to help them climb higher and reach their goals. To communicate that mission, they commissioned a heartwarming new campaign from St. Luke’s agency, LOBO and Ground Control.The narrative shown in this fully animated, 30-second ad strikes the right balance between acknowledging the audience’s hardships while giving them a sense of hope and motivation. To enhance this focus on the human element, the campaign’s art direction opted for a hand-painted style that adds to the optimistic and sincere tone of the story.Applying this look to motion-based media in a naturalistic way, however, is quite tricky, but we managed that by mixing 2D and 3D animation through a combination of various tools.The backgrounds were created in Adobe Photoshop, and various sets of brush strokes were painted over the original artwork, creating different iterations of the same scenarios that were looped to produce that living, “fluttering” effect.As for the characters, they were animated in 3D using Maya, with additional cloth simulation for the bride’s dress done in Houdini. During the Look Development phase the characters were already given a painterly finish, but that was a static one. In order for their brush strokes to display the desired randomness across the frames, the Photoshop artists picked up the renders and painted over about 4 frames for each second of animation. The 3D renders and corresponding paintovers were then taken to Nuke, where a Machine Learning tool was used to interpolate between the hand-painted frames, creating a different set of textures for every frame in the animation. The backgrounds were also given the same treatment, and everything was comped in Nuke.

Directors

BTS TotallyMoney

Credits

  • Executive Producer Michael Stanish, Loic Francois Marie Dubois
  • Producer Su Constantine
  • HOP Clara Morelli, Marcelo Barbosa
  • Head of CG Fabio Shigemura
  • Team Cordinator Rosangela Gomes, Cristiane Santos
  • Post Production Producer Patricia Signorini
  • Storyboard Fernando Heynen
  • Color Script Pedro Minho
  • Art Director Felipe Jornada
  • Style Frames Felipe Jornada, Gabriel dos Anjos, Marcio Guerra
  • Editing Patricia Signorini
  • CG Supervisor Danilo Enoki, Marcos Samia
  • Previs 3D Danilo Enoki, Marcos Samia
  • Modeling Max Beggs, Natan Ernani, Ozani Ferreira, Tiago Mesquita, Willian Silva
  • Lighting & Render Annelise Campana, George Damiani
  • Textures Ricardo Riamonde, Renan Takeshita
  • Rigging Gabriel Nakata, Rafael Dias, Rafael Kendy Shiva
  • Simulation Eduardo Dutra, Gabriel Acacio, Luiz Duarte
  • Lead Animation Larissa Paz
  • Animation André Lorenzini, Camila Xavier Fazolin, Fellype de Oliveira, Gustavo Oes, Karina Chung, Leo Zitto
, Michael Maron
, Mendel Reis
, Nicolás Taró

  • 2D VFX Gabriel dos Anjos, Marcio Guerra Romulo, Oliveira
  • Composition Leandro Pena
  • Color Gradding Leticia Blanco, Nineteentwenty