Not To Scale
Fri, 21 Sep 2018 17:08:47 GMT
It’s not every day that you get asked to design a set of characters that will be painted as giant murals on walls in the creative heartland of New York. Not phased by this Not to Scale with new signings Ronda created multiple print assets and a 20 sec film adaptable for social and web.
THINKFARM snapped up the chance to work with Not To Scale’s exciting new signing and masters of character design, Directing collective Ronda, to bring to life their T-shaped logo in an innovative and eye-catching film and out of home campaign in the creative enclaves of Brooklyn and Queens. The ‘T’ character calmly organises and directs a team of quirky secondary characters, that each represent different work tasks and disciplines, as if ‘T’ were a music conductor bringing order to chaos. Each secondary character is designed to imaginatively represent a daily work activity with an accent on creative businesses, such as: ‘Designing’ being a little walking, doodling WACOM tablet and pen or ‘Video conferencing’ being a giant marching eyeball and headset, each task is imaginatively represented within an individually marked colour way and has a strong and recognisable personality.
“I can’t tell you how happy this campaign makes me. We have a massive, global community of individual users who are wonderful advocates” says Mart Virkus, Head of Marketing at Toggl.“We now want more firms to know that Toggl enables productivity gains for teams delivering time-based services and we are starting with creative agencies in New York City”.
It was important for the morphology and colour palette to clearly associate with the Toggl software and with that in mind Ronda created vivid characters full of personality with stories to match. Each story strand illustrates how Toggl can help to organise time more effectively and increase productivity with the minimum of fuss. This was emphasised by showing each activity with discord and mayhem prior to the introduction of Toggl and once installed, the activities transition into the segments of a circular whole to show a neat, organised schedule. The circle also matches the interface of the Toggl software.
“We thought it was funny to think of the main character as some kind of Pied Piper of Hamelin who was able to control the time and to organise the different activities, some kind of guide for the other characters.”
Ronda felt CGI would be the best technique to use and to make the characters simple and with individual colours to easily differentiate them. The world they inhabit is a clean and empty space enabling the characters to stand out more. The characters and story needed to feel charming but also adult and entertaining.
“We have a great track record at Not To Scale at unearthing and bringing fantastic South American animation talent to wider creative markets, from Punga, to Le Cube, Flamboyant Paradise and now the most excellent Ronda and we’re very excited to bringing their eye for character design and charming animation ‘to a screen near you, again and again, very soon’”. Dan O’Rourke – MD Not To Scaleview more - Creative
Genres: Animation, Storytelling, Visual VFXNot To Scale, Fri, 21 Sep 2018 17:08:47 GMT