The Hub asked Roger to create a clever and playful stop-motion ID to promote the newly launched network owned by Hasbro. The objective was to come up with a story that showcased the creative imagination of a child. Roger landed on the idea of a kid who transforms his desk into a colorful DJ setup ordinary objects one would find on a kid’s desk.
Roger started with sketches of the DJ setup. In this initial phase of the project, they could start to imagine the types of objects a child would use to build a DJ booth. It was important to showcase the HUB’s brand as much as possible so the “records” were labeled with their logo and used as the central focus of the ID. Once the client signed off on the initial concept, Roger continued to further explore the objects that are showcased. Eventually all the objects would have to be sourced in order to bring them to life using stop motion.
After the design was locked, Roger went on to previz the entire spot in 3D where all the choreography was worked out prior to filming. This way the artists were allowed to experiment and refine the spot before going into the more time intensive process of stop-motion animation. Roger used the previz in combination with Dragon Frame software which allowed the artist to overlay the images coming in through the camera over the previz. This allowed the process to go much faster and the ability to choreograph complicated movements with ease.
With a lot of creativity and patience, Roger was able to bring the imagination of a child to life in the final piece. Look for more fun to come from Roger in 2012!