Posted on Thursday, August 6, 2020 · Leave a comment
The London team from Builders Club and Posthaus Okay Studio is revising the animation / editing pipeline to realize this ambitious lockdown mix of CG and hand animation for Adidas Originals ZX through Hong Kong agency Hypebeast.
Lauren Egen, Creative / Producer at Builders Club: “Initially we wanted to do a live shoot, but due to the limited time and global pandemic, we had to adapt our approach and create the digital 3D versions (by Chinese stars Jackson Yee and) South Korean Musicians So! YoON! And DPR Live) from scratch.
“After the first scan, we had to do several shifts. We refined the scans, manipulated and animated their bodies, built and animated their hair. We worked on modeling and simulating the outfits and finishing touches like jewelry and perfecting the lighting while we implemented all the characters and elements into the scene.
“In close collaboration with Okay Studio, a new workflow was created right from the start, in which the editing and 3D development were promoted at the same time.
“This meant that the cut helped advance some of our 3D developments, as the back-and-forth dialogue with Nikolaj helped us see how we can add more detail and excitement to the narrative by adding interesting cuts and think complementary angles / cameras for the film.
Nikolaj Belzer, co-founder / senior editor at Okay Studio: “Being involved early on meant I could work on the narrative while the footage was still being made. This gave me more flexibility in designing the cut and made it a really collaborative process.
“This workflow helped tremendously when we went to class and online because I was able to chat with our colorists and online artists early on and discuss challenges for this purpose. This also offered greater flexibility in hiring as we had to deal with a large number of films and cuts. "
Customer: Adidas Originals China
Production: Builders Club
Directed by Builders Club
Production design: Ciaran Beale
Post: Okay Studio
Edit: Nikola Belzer
Note: Kenny Gibb
Sound design: Chris Banks
Music: Eagle Blakk on youth mode