This just in - my first ever art-directed commercial is going national next week!

I have no idea how its all getting pulled off. I know NOTHING about video but they've turned the sketches and ideas we pitched to the client into gold in a mere matter of months. It's all definitely a giant group effort from everyone here and everyone there, what my actual ROLE is in this whole thing has gotten more and more vague as it's progressed. We all kind of chime in and the production company tells us what is (and most often isn't) possible to change.

The most interesting part of this whole experience is the spot is animated, not live footage. Most art direction is back and forth between emails for the first few months while the wire frames and loose animatics get approved by us and then the client when we deem it ready. OR we start over and do it again, and again. Soak, wash, rinse and repeat.

After that month the MAGIC happens - and things start to get color, defined shapes, and lighting. And now we're adding the final touches of sound design. I keep sending tracks back and forth from movie clips, haha.

Hopefully announcing the launch soon! Stay tuned :)