Not To Scale’s Hello Savants Bring the Colour in Animated Freederm Ads

Produced out of Not To Scale Amsterdam, directors Hello Savants teamed up with communications agency Bray Leino to create a series of fun and colourful TVC’S for spot skincare brand Freederm. The brief was to take the audience through a bright and colourful world transforming you through a pair of eyes, Hello Savants focused on simple shapes, linear forms and graphic elements to bring freedom and wild imagination to life in these three individual spots for Freederm and Bray Leino.

 

Using Freederm’s tagline “there’s nothing like feeling free”, Hello Savants applied free-forming transitions throughout the animation to introduce seamless visual surprises: an ice cream becomes a comet; a cannonball becomes a leaf; a bowling pin becomes a rainbow. A wide-angle camera also adds to the dynamic feel, while a mixture of cel, 2D and 3D styles gives the story an energetic flow and brings to life the illustrative elements.

 

“This work is based on a way to intend freedom. Whatever the eyes dream or desire instantly becomes vision and reality. They are the “actor” and “director”. Anything can transform into anything driven by ideas association and the will to live freely.” –Hello Savants

 

Each spot begins with the introduction of these omnipresent eyes. Bringing the animation to life, they introduce a sense of character and charisma while keeping the mood simple and graphic. “The eyes are continuously present in the visuals, even camouflaged, and they are the constant image or personality with which the viewer can identify.” – Hello Savants

 

With their creative hallmark of an ingenious mix of 2D and 3D animation, Hello Savants created camera movements and transitions in 3D, rendering with flat cel shaders and then compositing the shots with cel animation that they also used as a layer to blend everything together.