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carwow.co.uk 'Wheel-o-trope'

11/08/2015
Production Company
Dublin, Ireland
197
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Agency / Creative
Production
Music / Sound
Animation
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UK start-up carwow.co.uk has reinvented the wheel, turning the car buying experience on its head so car dealers compete for customers' business. Of course that meant the company's commercial had to reflect that innovation – it had to... wow. Working with Guns or Knives, we feel we've achieved that with a quirky, incredibly detailed animated piece based on old-school zoetrope animation. We created a flat 2D ‘wheelotrope’, where sequential frames of an animated loop are arranged around a circle. The wheel is then spun to sync up with the camera's shutter speed at 25 frames a second – the optimum speed for the human eye to perceive perfectly fluid animation. Director Richard Chaney had this to say about the project:“Why do we never get the easy jobs? This was a great technical challenge as well as tickling our eternal obsession with all things animation. The world of old school zoetropes is just such a fun playground, so getting a script from Guns or Knives that allowed us to experiment with these techniques, but incorporate them into a slick live action commercial, tapped into everything we’re about.”
About Piranha Bar

Piranha Bar is both a Production Company and a full service Post Facility.

Our roster of directors and our studio of animators, 3D genii, flame artists and production elves all share a passion for effective storytelling.
From live-action to animation, high-end VFX to origami and lots in between, every executional technique supports ‘The Story’. This results in engaging, beautifully crafted work that speaks, sometimes whispers and occasionally screams with one singular creative voice.

Whatever the project demands, from inception to execution, Piranha Bar encourages a collaborative approach to the creative process and looks to workshop concepts, techniques and media options with our clients.

In addition to the traditional production company workflow, Piranha Bar offers a more collective approach, where every pre-production, production and post solution is explored and delivered in-house, under one elegant Georgian studio roof.

As the world rapidly shifts focus from one medium to another and across multiple communication platforms, we seek to explore the kinds of concepts and executional techniques that result in true originality.

Piranha Bar is primarily a place to come and work with talented people, to challenge norms, to innovate and to create the very best work.

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