Motion graphics + live action company nailgun* super-sized their creativity for consumer electronics, mobile communications and home appliances giant LG, designing and animating their ‘It’s The Next Big Thing’ website. Working with digital agency VML, Kansas City, MO, (a division of Young & Rubicam) the online component is part of the multi-faced campaign for LG line of large capacity home appliances for the United Kingdom market.
‘Our goal was to create an immersive experience miles away from the average website’, Michael Waldron, nailgun* Creative Director, says. ‘We knew it needed to tie into the overall campaign, but we also wanted to give it its own flourish and style to make it a special experience for consumers’.
The overall concept of the campaign imagines a literally larger than life world of giant size clothing drying in the environment. When visitors land on the LG ‘It’s The Next Big Thing’ website they are immediately greeted with an overhead shot of a beautifully animated natural LG world. A sweeping camera move brings us up close to the first in a series of iconic animation — a pair of jeans hanging from a giant suspension bridge over a lush blue-green river with a green sock attached with a clothes pin to a wind turbine.
Click on the arrows to the left and right of the screen and visitors are whisked away (the pages never refresh) to other animated areas of the LG world, including an Easter Island setting with the famed statues holding a pair of giant overalls; and a cityscape where an enormous men shirt hangs between two office towers and giant baby pajamas wave in the breeze from atop the front entrance of an impressive government building. Clicking the on-screen ‘+’ symbols changes the perspective yet again with the camera tilting up toward the blue sky and zooming in to the clothing, revealing both specific information about LG products and the eye-catching details of nailgun* animation.
‘The idea was to create these big, fun visual comparisons,’ nailgun* Director of Production Erik van der Wilden explains. ‘Details are extremely important with something like this, which is why we chose to build all of the elements from scratch in 3D, even though it meant dealing with long rendering times. We also spent a lot of time choreographing the camera moves and how visitors would navigate and experience this world. Simple, elegant animation and subtle movements were key for this working creatively’.
Waldron notes that website animation is becoming more sophisticated because brands today want their online presence to match creatively with what they’sre doing on television, print, mobile and beyond, which bodes well for multi-faceted creative studio like nailgun*.
‘More and more clients are looking to us to bring the same high-level of conceptual design and animation we’sre known for in the broadcast world to their online work’, Waldron says. ‘It an exciting time because brands like LG want to go further creatively with their online branding and are looking to companies like nailgun* to lead the way’.
Founded by Michael Waldron and Erik van der Wilden in 2003, New York-based nailgun*, is a collaborative of artists ?‚àö√ë‚àö¬® designers, writers, photographers, editors, producers, animators, filmmakers, illustrators, strategists, painters – who’ve come together to create unique visual solutions for clients that include ESPN, HGTV, Spike, VH1, E!, Versus, TV Land, Universal Channel, Crispin, Porter + Bogusky, Publicis, McCann-Erickson NY and Ogilvy & Mather.
Click here to visit the LG ‘It’s The Next Big Thing’ website.
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