How do you define something that by definition has no rules? That’s exactly what Superfad set out to do with a new online series “On Creativity”, a series of short, informal interviews with a diverse range of designers, artists, musicians, animators and educators exploring a single topic: Creativity. With the differing points of view expressed by each person in their own words, we hope to inspire, confuse, provoke and delight.
From Academy Award-nominated filmmaker Bill Plympton, to internationally known graffiti artist and founder of KRINK, Craig Costello (aka KR), to graphic designer and educator Chava Ben-Amos - who survived the Holocaust - “On Creativity” asks a specific set of questions to a wide range of people and looks for any patterns. Each person’s process and relationship to creativity is unique, all of their stories and observations are intimate and insightful. Upcoming interviews include design legend Milton Glaser, artist and provocateur Arturo Vega from the Ramones, and the original Madman, George Lois.
We invite and encourage you to participate in the discussion with your own thoughts and ideas via www.oncreativity.tv or through your favorite social media network.
Enjoy and keep an eye out for new interviews every couple of weeks!
If you’re going to break into a new market, it’s usually good to go with what’s been proven to work. And what works better than fast cars and beautiful women? That was the starting point behind the collaboration between Superfad and Team One on the new “Supermodeled” iPhone app. Team One was interested in designing an app that cross-promoted the new Lexus GS with the 2012 Sports Illustrated swimsuit issue. What do these two things have in common? Two words: sexy curves.
With swimsuit supermodel Tori Praver as our muse, we set out to design an integrated app that allows you to add a photo of either Tori or the new GS alongside a photo of yourself. With user-friendly scaling and resizing tools, anyone can pretend they took their picture with one of these beauties in a fun, playful way. The app then easily allows you to share this picture via social media and email.
For us, the challenge was irresistible, both in terms of designing the user experience for an app and for the chance to work with such, um, inspiring material. In many ways, we approached the job as we would any other, with strong instincts for clean design and narrative. Doing all the art direction for the app, we walked a line between calling attention to the overall look and feel of the campaign and giving the app its own identity. Art Director Loren Judah worked closely with the development team to ensure a smooth integration from one media to another. Ultimately, this becomes just a new way for Superfad to approach visual storytelling. And of course a new way for us to get closer to supermodels…
You think your tennis game’s a little rusty? You’ve got nothing on the star of our new spot for Aleve and BBDO Toronto. In a spot that mixes live-action with photoreal VFX, we tell the story of a man suffering from arthritis as he attempts to play a game of tennis. Looking and feeling like the Tin Man, he struggles with even the simplest swings until he takes an Aleve, at which point the suit of armor dynamically shatters away, leaving him strong and nimble again. Director Richard Hickey worked with a costume designer to build the practical metal suit the actor wears, giving an unmistakable sense of authenticity to the performance. The minimal tennis court set adds to the humor and charm of this surreal concept, while keeping it grounded in the reality of the man’s condition. In post, our CG team then seamlessly rebuilt the suit only to explode it in all of its rusted metal glory. Replicating long lens high-speed photography, we made the particles explode outward with a weight and impact that matches the heavy substance. So next time you pick up a tennis racket, just remember… it could be worse!
On October 15, we boldly went where Superfad has never gone before - ComicCon. We know what you’re thinking… but we were actually there to promote a new project. Over the past six months, we’ve been involved in creating a number of scenes for an animated feature film of Graham Chapman’s A Liar’s Autobiography. As one of the members and originators of Monty Python, Chapman’s life was often as satirical as a Python sketch, and lends itself naturally to animation. The film, produced by Ben Timlett, Jeff Simpson, and Bill Jones (son of Python member Terry Jones), comprises an assembly of segments directed by 15 different animation studios.
For us, this project was momentous in a number of ways. We’d never worked on a film of this length before, we’d never produced 3D stereoscopic animation before, and we were the only American studio to contribute to the film. Oh also, we’d never dared show our faces in public before. Although the original idea of wearing Stormtrooper masks was ultimately vetoed, we did get a fair amount of fanboy love at a panel at the IGN Theater, where Creative Directors Andrew Stubbs Johnston and Sean Dougherty unveiled a scene from the film. While the full film will not premiere until spring 2012, it’s safe to say that judging from the response, Python fans will love it.
When Goodby, Silverstein, and Partners contacted us for a new spot for HP, they had us at “boxing robots”. In a brand tie-in between HP and the new Hugh Jackman film “Real Steel,” the :30 spot takes place in a neo-industrial factory, where a grizzled boxing trainer instructs us on the finer points of teaching a ten-foot robot how to throw a punch. In the process, we spotlight the intuitive features of the HP Touchsmart 520xt computer, as well as clips from the film and footage from the “Real Steel” game only available on the Touchsmart. Directed by Superfad’s own Hugh Jackman, Justin Leibow, the spot consists entirely of practically built set elements, including a steel boxing ring and a futuristic hydraulic arm the Touchsmart descends from. In case you’re wondering, even those sparks are real. ‘Cause that’s how we do it.