TBWA\Paris has pulled off the impressive feat of making processed food look beautiful in its campaign for McDonald’s all-day breakfast menu in France.
The agency worked with 3D animator Matthieu Braccini on a series of gifs that show different elements of making the fast food chain’s famed Egg McMuffin.
ECDs: Benjamin Marchal, Faustin Claverie
Creative Director: Maud Poilpré
Creative Lead: Nicolas Barrès
3D Illustrator: Matthieu Braccini
“Basically, it’s 25 frames per second and it’s a very insane way of doing things, really,” says Phoebe McCaughley of her painstakingly crafted animations. Working with scraps of fabric and leftover packaging – which she uses to build her characters – McCaughley has found an innate talent for recreating natural movement. She’s also shown a deft hand for dealing with the big topics such as motherhood and mental health, which she manages to explore with an element of light-heartedness.
Not only is her work charming and relatable, it’s a reminder of just how enjoyable stop motion can be, when it’s done right.
Printworks London has unveiled a new design campaign that combines animated, 3D typography with augmented reality (AR). Created by London-based design studio and type foundry OMSE, the campaign teases Printworks’ upcoming season of music and cultural events. Each design is inspired by print press rollers, which form the core of Printworks’ existing identity, but have been brought to life in revolving, black and white animations.
Apparently London’s Greenwich peninsula — hitherto known to most as the spot where you can literally straddle time with one foot either side of the Meridian Line, or as the Millennium Dome-turned O2 Arena behemoth — is now “London’s new creative neighbourhood.”
That’s according to Droga5, which recently took on the task of creating the visual identity and campaign assets for the area’s new outdoor destination: The Tide.
As well as creating the destination’s visual identity, Droga5 was responsible for its naming. The agency says it was inspired by the site’s “unique position on the bank of the River Thames, which offers a new view of London over the water”, as well as the the idea of change to underscore both the movements of the river and the different sections of The Tide’s pathway.
The identity centres on a kinetic logo which, like the name, nods to the fluid nature of The Tide. Using its animated version as a starting point, the designs use a shimmery looping strip that morphs and twists into various formations throughout the branding’s applications.
The retailer has collaborated with Mother and the Layzell Bros on a series of comic animations which demonstrate how they can take care of all the things that might make us hate hitting the shops.
Production company: Blinkink
Directors: Layzell Bros
Design: Nato Floral
2D Animators: Reg Isaac, Simon Testro, Thomas Knowler, Rhys Byfield
ITV has launched a year-long creative initiative, which will see 52 artists create animated versions of its logo that will appear on its main TV channel as idents.
The project, called ITV Creates, will see a range of creative people, including graphic designers, illustrators, photographers and artists, reinterpret the ITV logo in physical form. These will then be animated by ITV Creative, the channel’s in-house agency, and each one will run on TV for a week throughout 2019.by Katrina Russell Adams
Tony Pipes, executive creative director at ITV Creative, says the brief given to the artists was “quite open”, with the only restrictions being that their artworks needed to be made from physical objects before being animated, and that they should be based on ITV’s typographic logo.
The 52-week-long creative project aims to express the channel’s new brand message of “more than TV”, Pipes says.by James Alec Hardy
By James Brunt
I hate football, but even I love this branding.
ManvsMachine created animations and graphics using retro patterns and a custom font inspired by the bubble in Nike’s famous shoe. Films and graphics combine witty one liners with photography and illustrations that hint at the history of the Air Max.
The campaign is one of a series of projects commissioned by Nike to mark the 30th anniversary of Air Max. The company teamed up with Unit 9 to broadcast a short animation on to the facade of the Pompidou Centre in Paris last month and ran a series of creative workshops for young people in London.
Nike also released a series of limited edition Air Max styles in the run-up to the event – from ‘remixes’ of classic styles to new designs.