DAf had realised two interesting spots, one for Sam's Club and the other for Kia Motors. We have interviewed Nicolas Aritzía to learn more about his involvment in Sams'Club and Sebastian Pagueguy about Kia' spot.

- Sam's Club reminds me a little bit the latest HP spots. How did the concept come about ?

The wine industry is an ancient work with a lot of traditions and classics processes, with a calm rhythm and natural aspects. To present Viña Maipo into the Sam's Club we must consider those aspects and put them into an spectacular introduction. Here is where the magic appears. A quiet and magical situation into a classical and natural environment. The wood material of the table was our ground where these micro bonzais grow up and give us the necessary traditional wine environment, where these little wood characters develop their life, work and traditions. The wine plants was the main character so we use it to show the graphics, Sam's logo and all the necessary to create this magical environment.

- What was the most challenging aspect you faced ?

Bring the spectator into a dual vision where the different situations that appear over the table look like really there, like it's always happening. And in the technical development, we needed to create some scripts that help us to manage a number of wine plants growing up at different speeds and times. From just the animated age variable of the plant, these scripts create a random tree structure and leafs positions, without transforming into another plant kind.

- How long did production and post-production take for this spot ?

The preproduction and production of the project took 2 weeks, then the post-production needed 2 more.

- What tools did you use to create these spots ?

Photographs, Sketches, Painting, and also softwares as Autodesk Maya, Adobe After Effects and Photoshop.

- Is there anything else you want to add ?

The project was a very attractive challenge, the rhythm and the simple situations which happened over the table gave us the opportunity to create different things to make them look more natural. Birds, dust, sun rays and others were some of the things that had created a relax environment with a natural feeling. In other words it is magic with the life rhythm, where animation, shapes, light and materials focus into the creation of these magic micro weather.

To go further, check out Sam's Club's gallery.

- What was the most challenging aspect you faced in Kia Motors spot ?

In Kia the most challenging part was to give the right atmosphere and mood to the characters and their world, at first we take a very hell - like style, we also include some "Tim Burton" looks to the characters... finally we end up with a very unique sets of models and colors that blend perfectly with the product and the original idea of the spot.

- How did this full 3D project come about ?

These was a very fun project, the only reference we got from de agency was the actual radio spot featuring these dark priest... So the task was to give these character an actual body, and a proper attitude. We also wanted to print a fresh visual style and design concept for the all the elements in the spot. From the final design of the priest we got a set of visual features that were transmitted to the secondary characters, backgrounds and overall look of the clip The acting of the main character was a main component, it was a given by a very fluid and free interact between direction, art and animation, i believe that working with these factors in a horizontal pipeline of work give the proper attitude and feel to the spot and it was possible to do it thanks to the very small but tight team.
We decided to make these project on a 3D platform for several reasons, the main was concerning the art proposal and versatility of the platform to do different takes and angles with the same sets of light animations in very short time. Also the characters are set and ready to do any additional material we need for the campaign.

To go further, check out Kia's materials and its animatic.

CREDITS

Sam's Club
Client: VIÑA MAIPO
Agency: DAf
for DAf
Creative director & script: Felipe Dacaret
Post director: Nicolas Ariztía
Live action director: Felipe Rodriguez
Editing: Felipe Rodriguez
Music& Sound fx: Gonzalo Guerrero
3D Animation: Sebastían Pagueguy, Marcos Lizama, Francisco Tejo
Tracking: Nicolás Ariztía.
Executive Producer: Felipe Dacaret

KIA
Client: KIA MOTORS
Agency: Ogilvy
for DAf
Post director: Sebastian Pagueguy
Post supervisor: Francisco Zamorano
Editing: Felipe Rodriguez
Music& Sound fx: Gonzalo Guerrero
3D Animation: Sebastían Pagueguy, Lucas Marquez, Marcos Lizama.
Executive Producer: Felipe Dacaret

Big thanks to Felipe Dacaret for his contribution