A cool song, animated video and interactive website are all part of a marketing effort for the new LG dlite phone from Tmobile, a slim mobile phone in bubble gum pink or bright blue that has a customizable external screen with an LED matrix and fun sound effects.
To promote the new mobile phone, LG dLite, Sophie Gateau, of
, directed a playful music video to showcase the phones character-based digital display. The video, via DOJO SF, tells a classic love story to the track, “White” by electropop artist, LIGHTS. The campaign features a website, the video, and other interactive elements.Using the LIGHTS’ track as a basis for the pixelated boy meets pixelated girl storyline, Sophie created a 3.5 min animated piece. Sophie utilized her CG and motion graphic background, for the LED narrative. Sophie collaborated with Paranoid Design Studio’s Lead Artist Vincent Rogozyk to first develop the story as an animatic.This solved the production challenge of finding a way to duplicate a few phones to appear as if they were in mass. Utilizing motion control to shoot the available 45 pre-production models , Sophie shot twenty passes--moving the phones along in each pass. The Paranoid Design Studio team then assembled the passes, tracked animated characters and environmental drawings, and composited them into the scenes. The LED look was then finished on Flame by Paranoid Design Studio VFX Artist Seb Caudron.DOJO Executive Creative Director’s, Geoff Edwards and Mauro Alencar, share why Sophie was handpicked for the project. "Sophie has a unique way of creating a relationship between the audience and the story. Her work is personal and feels like someone is talking directly to you," said Edwards. "The combination of her willingness to collaborate with us and LIGHTS made Sophie the right choice for this program,” added Alencar.The WebsiteBut that's not all... To accompany this marketing effort, an interactive website allows you to create your own story by dragging and dropping animated lights to the tune of the song "White" and then share it with your friends.You also have the option to allow the site to access your webcam and microphone and create your own music video by tapping and playing.credits:Title: LG dLite Brilliant TogetherClient: LG ElectronicsAssoc. VP, Consumer, Trade & Insights Marketing: Tim O’BrienAgency: DOJOExecutive Creative Director/Partner: Mauro Alencar Executive Creative Director/Partner: Geoff EdwardsCFO/Partner: Jeremy BrownArt Director: Chris MasseCopywriter: Michael LeibowitzSenior Producer: Annie UzdavinisPartnerships: Audrey SantamartaProduction Company: Paranoid US, Los AngelesDirector: Sophie GateauExecutive Producer/ Partner: Claude LetessierExecutive Producer/ Partner: Cathleen O'ConorHead of Production: Matej PurgVFX / Animation: Paranoid Design Studio, Los AngelesHead of Post Production/Producer: Guillaume RaffiLead VFX Artist: Vincent RogozykVFX Artists: Michael Tavarez, Jahmad Rollins, Derek Hansen, Andrew Cook, Naime Perette, Joe Ball, Maggie Balaco, Alexandre de BonreposProduction Assistant: Julie AmalricTrack: “White” by LIGHTSMix: Lime Santa Monica, CAMixer: Sam Casas Asst.Engineer: Jeff MalenExecutive Producer: Jessica LockeColor: New Hat Santa Monica, CAColorist: Bob Festa
To promote the new mobile phone, LG dLite, Sophie Gateau, of
, directed a playful music video to showcase the phones character-based digital display. The video, via DOJO SF, tells a classic love story to the track, “White” by electropop artist, LIGHTS. The campaign features a website, the video, and other interactive elements.Using the LIGHTS’ track as a basis for the pixelated boy meets pixelated girl storyline, Sophie created a 3.5 min animated piece. Sophie utilized her CG and motion graphic background, for the LED narrative. Sophie collaborated with Paranoid Design Studio’s Lead Artist Vincent Rogozyk to first develop the story as an animatic.This solved the production challenge of finding a way to duplicate a few phones to appear as if they were in mass. Utilizing motion control to shoot the available 45 pre-production models , Sophie shot twenty passes--moving the phones along in each pass. The Paranoid Design Studio team then assembled the passes, tracked animated characters and environmental drawings, and composited them into the scenes. The LED look was then finished on Flame by Paranoid Design Studio VFX Artist Seb Caudron.DOJO Executive Creative Director’s, Geoff Edwards and Mauro Alencar, share why Sophie was handpicked for the project. "Sophie has a unique way of creating a relationship between the audience and the story. Her work is personal and feels like someone is talking directly to you," said Edwards. "The combination of her willingness to collaborate with us and LIGHTS made Sophie the right choice for this program,” added Alencar.The WebsiteBut that's not all... To accompany this marketing effort, an interactive website allows you to create your own story by dragging and dropping animated lights to the tune of the song "White" and then share it with your friends.You also have the option to allow the site to access your webcam and microphone and create your own music video by tapping and playing.credits:Title: LG dLite Brilliant TogetherClient: LG ElectronicsAssoc. VP, Consumer, Trade & Insights Marketing: Tim O’BrienAgency: DOJOExecutive Creative Director/Partner: Mauro Alencar Executive Creative Director/Partner: Geoff EdwardsCFO/Partner: Jeremy BrownArt Director: Chris MasseCopywriter: Michael LeibowitzSenior Producer: Annie UzdavinisPartnerships: Audrey SantamartaProduction Company: Paranoid US, Los AngelesDirector: Sophie GateauExecutive Producer/ Partner: Claude LetessierExecutive Producer/ Partner: Cathleen O'ConorHead of Production: Matej PurgVFX / Animation: Paranoid Design Studio, Los AngelesHead of Post Production/Producer: Guillaume RaffiLead VFX Artist: Vincent RogozykVFX Artists: Michael Tavarez, Jahmad Rollins, Derek Hansen, Andrew Cook, Naime Perette, Joe Ball, Maggie Balaco, Alexandre de BonreposProduction Assistant: Julie AmalricTrack: “White” by LIGHTSMix: Lime Santa Monica, CAMixer: Sam Casas Asst.Engineer: Jeff MalenExecutive Producer: Jessica LockeColor: New Hat Santa Monica, CAColorist: Bob Festa
