FUEL PULLS SOMETHING OUT OF THE BOX FOR TELSTRA
The new Telstra campaign, ‘Spread the Good Stuff’, via George Patterson Y&R Sydney, which includes two 30 sec spots, ‘Pass the Magic’ and ‘Box Party’, promotes the telco’s new service offerings on the next generation of 3G mobile phones. The creative team at George Patts Y&R hit upon the idea of a magic box as a symbol that can take on many meanings, encompass different ideas and contain any number of items: think Pandora’s Box, a jack-in-the-box, a box of tricks. A box is a very convenient metaphor for a company like Telstra that offers such a diverse range of products and services. Directed by Sydney Film Company’s, Josh Baker, all 4 spots demonstrate that good things do come in small packages.
Fuel has worked with Baker on a number of high-profile, award-winning commercials - for Heineken, Sony and McDonald’s - all of which feature significant visual effects, so it was a nice change of pace to focus on design. Fuel designer Ben Kovar worked closely with both the agency and director on developing the end logo and its reveal – a carnival of colour and exuberant imagery.
Ben drew on many eclectic influences in the design phase – Tibetan sand paintings, South American art, even Japanese flower arrangement. He explains, “I was definitely attracted to a bold colour palette, especially considering some of the brands and services the design had to represent like MTV, Comedy Channel, ‘dating’, ‘SMS’ and ‘search’. It took a lot of ‘to-ing and fro-ing’ to get it right - to make a whole lot of stuff work as a whole”.
Fuel’s VFX supervisor on the campaign, Simon Maddison, remembers that the director didn’t want the design to look superimposed on the commercial, “Josh was very clear that he wanted the animated logo to look as if it belonged in the shot. To this end, Fuel gave the design a slightly weathered texture like that of creased or torn paper to compliment the ‘pass the parcel’ motif, matching the lighting to the location and grading the logo in Flame so it would sit seemlessly in with the live action”.
Agency: George Patterson Y&R, Sydney
Head of TV: Brenden Johnson
Agency CD: Michael Stanford
Agency Copywriter: Bart Pawlak / Maryanne Plummer
Agency AD: Paolo Meucci / Robbie Kantor
Agency Producer: Marcus Eley
Production Company: Sydney Film Co.
Director: Josh Baker
Producer: Nicole Crozier
Editor: Drew Thompson - Guillotine
VFX Supervisor: Simon Maddison
VFX Producer: Dave Kelly
Designers: Ben Kovar, Marianne Khoo, Luke Bubb
3D Lead: Chris French
3D Team: Sebastian Fletcher, Roy Malhi, James McCallum, Anders Thonell
Flame: Karen Fabling, Edwin So, Chris Scott