Psyop and Clemenger BBDO 'Drivenice'

New Zealand’s Transportation Authority wanted to connect drivers to more than just their roads. Psyop and Clemenger BBDO Wellington took viewers along for the ride.

 

“The painterly qualities of this world really appealed to the team, and we were thrilled to be working on a purely animation project,” noted Psyop director Kylie Matulick. “The story is one that all audiences can relate to, whether they’re road warriors or casual commuters.”

 

 
To educate drivers about the effects they have on each other, “Emoticons” endorses friendly driving etiquette by showing how courteous driving habits can yield positive effects on the roadways and lead to fewer accidents. Promoting this kind of respectful driving through the use of visual cues, the Psyop design team worked closely to finesse the handmade aesthetic throughout the spot.

 

“We created the animated icons to follow and express the emotions of the drivers as they progressed on their journey,” commented Matulick. “Representing certain driving experiences was an exciting creative exercise! We were able to craft these little, individual stories about how driving by yourself is really a social experience and that happiness begets happiness, especially where driving is concerned.”

 

 

Credits
Client/Company: New Zealand Transportation Agency  
Project Title: Drivenice   
Spot Title: Emoticons  

Agency    
Agency: Clemenger BBDO Wellington  
Executive Creative Director: Philip Andrew  
Creative Director: Brigid Alkema  
Art Director: Philip Andrew, Emily Beautrais  
Copywriter: Emily Beautrais, Alex Metson  
Producer: Martin Gray  
Group Account Director: Linda Major 
 
 
Production/Visual Effects    
Production/VFX Company: Psyop  
Executive Producer: Luisa Murray  
Producer: Drew Bourneuf  
Associate Producer: Jesse Schlobohm, Anu Nagaraj  
Directors: Todd Mueller, Kylie Matulick  
Designer: Paul Kim  
Storyboard Artist: Hugh Keenan  
Editor: Brett Nicoletti  
Matte Painter: Andrew Park & Niall Booker  
Lead Technical Director: Kyle Cassidy  
Lead Flame: Diego Vazquez  
Lead Desktop Compositor: Lane Jolly  
Compostior: Don Kim  
Previz: Dan Vislocky, Chris Meek, Bri Meyer  
Modeler(s): Kevin Manning,Tommy Kernan, Larissa Docolas  
Rigger(s): Sean Kealey, Parz Rothlein  
Animator(s): Dan Vislocky, Lindsey BUtterworth  
Texture: Kyle Cassidy, Paul KIm  
Lighter(s): Erich Burchfield  
3D Lead : Kyle Cassidy  
2D Animators: Max Graenitz, Dylan Spears 

Music    
Music Company: Liquid Studios  
Composer: Pater van Der Flute  
Producer: Tamara O'Neill