Product category:
Design services
News Release from: ArtScience
Edited by the Marketingservicestalk Editorial
Team on 09 August 2007
ArtScience creates exciting ad for album
launch
Communications agency ArtScience is launching a new TV ad campaign to support the release of the latest Global Underground album - GU Mixed.
Global Underground is the Newcastle label behind the respected series of electronic compilations featuring the world's leading DJ's including Sasha, John Digweed, Danny Tenaglia, Lee Burridge, James Lavelle, Dave Seaman, and Darren Emerson ArtScience was chosen by the cult label to create an animated 30 second TV ad using the starting point of the artwork of the CD sleeve which in turn is based around the idea of lots of different GU logos overlaying one another
The target audience for the ad is predominantly 16 - 35 year olds, mainly regular clubbers, who keep up to date with the ever-changing dance music scene.
Post production is by Matt Gelder and creative direction by Pete Rope.
Pete Rope of ArtScience commented: "This was a great project to work on - Global Underground was really keen to make a cool ad without a voiceover, which makes the whole thing a mile away from the average house compilation.
"As a result the finished ad really stands out from the crowd.
"Being a quality music album advert, the sound obviously plays a great role in the ad and the track used, which features on the new album, builds up really beautifully into a very intense end accompanied by fluid pulsating shapes.
"The artist names weave through the streams to add to the free flowing movements rather than having all the text at the end crammed into a few frames.
We really wanted to explore the visual idea of the logos mixing with one another in a boundless 3D space and creating a rich visual landscape to accompany and amplify the audio.
"We originally started generating particle streams in Cinema 4D, but that did not really give us the control we needed although the movement was really smooth.
"So, the final ad was made in After Effects with each logo following a hand-drawn path.
"These layers were built up to form the final ad, we used the 3D camera effects in After Effects to give us angles and also to create a depth of field effect to emphasise the 3D space.".
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