Toronto, Canada (PRWEB) November 17, 2004
guru animation studio announces the completion of a six-spot broadcast promo campaign for CanadaÂs Teletoon network. Produced in collaboration with branding outfit Fishdog, Toronto, with DJ/turntablist Kid Koala providing sound design and music, guru completed the spots from concept through to animation, to promote the networkÂs primetime young adult-oriented programming block, ÂThe Detour.Â Focusing on irreverent, risk-taking animated programs, ÂThe DetourÂ pushes the envelope of political correctness, making the youngÂand young-thinkingÂguru animation studio a perfect branding partner.
guru has collaborated with Teletoon on over 25 award-winning identity bumpers over the past two years. When the tooncaster launched ÂThe DetourÂ in September 2004 to reach a broader audience, it once again enlisted guru to develop the concept and story behind a new package of on-air promos targeting the teen to young adult set.
Said RenÃ©e GlÃ¼ck, Director of Creative Services, Teletoon, ÂWe were looking for a fresh approach to marketing our brand to this challenging demographic. I had absolute confidence that guruÂs creative team would be able to capture the imagination of this target audience. Despite having some arguably far-out ideas, guru knew the work had to remain relevant to the core viewership. WeÂre thrilled with the results.Â
Fishdog and Teletoon Canada provided guru with an established color palette of warm reds and yellows and a clear mandate to create a fantasy urban psychospace that would entice viewers. guru decided to play on the ÂThe DetourÂsÂ transportation-themed name, and built a story around the campaignÂs toon Âmascot,Â the geek-chic scooter-bound ÂD,Â who, with his robotic pooch sidekick ÂBÂ (a pet that does triple duty as an all-in-one companion/GPS/PDA), inhabit a hectic city environment plagued by traffic and overly aggressive commuters.
ÂThe environment and modern consumption are major preoccupations in this day and age,Â explains Frank Falcone, guruÂs creative director and co-director of the campaign. ÂIt was natural that the subtext running through these promos should include the pressures the hustle and bustle can put on a downtown dwellerÂs daily life. I guess you could say we had a bit of an agenda here, but itÂs very hidden!Â
The animation, inspired by the frenetic energy of cartoons and cartoon culture, is modern yet 1960s mod at the same time, with kitschy typefaces and pop-art influenced characters. In each spot, ÂDÂ is always getting into a tight jam. Whether weaving his Lambretta precariously in and out of traffic and causing fender benders in his wake, chasing after a cutie zipping by on a pistachio-hued Vespa, or running into his own doppelganger, ÂDÂ does it with panache and style, his loyal companion ÂBÂ perpetually in tow.
guru took the initiative for the music by personally reaching out to MontrÃ©al-based DJ Kid Koala, who mixed and scratched the ID packageÂs soundtrack. Said longtime guru collaborator Mark Cutler, who co-directed the campaign with Frank Falcone, ÂWe have always been fans of his music, and I had read his illustrated book ÂNufonia Must Fall,Â so we knew he was also preoccupied and compelled by the urban experience. This collaboration resulted in a richly layered soundtrack influenced as much by hip-hop as improvisational jazz. Kid KoalaÂs unconventional music melds perfectly with the animation.Â
guru used a software/hardware package consisting of Alias Maya for character modeling and rendering, Adobe After Effects for compositing, and Photoshop for paint work.
guru is an award-winning animation studio specializing in 3D character animation and design for television and film. The companyÂs credits include work for Leo Burnett, FCB, Ogilvy & Mather, YTV, Warner Brothers and Hallmark Entertainment. See the current reel and an archive of past work at http://www.gurustudio.com/ For more information, please contact: Frank Falcone or Anne Deslauriers at 416 599 4878, frank@gurustudio, firstname.lastname@example.org.
Please Natasha Wang at Raz Public Relations, (310) 450-1482 for information, interview requests or artwork
Company: guru animation studio, Toronto, Canada
Airdate: October 2004
Client: Teletoon Canada, Toronto, Canada
Title: :13 ÂPack of WolvesÂ
:13 ÂBike ShopÂ
:7 ÂGas GuzzlerÂ
:13 ÂBoy Meets GirlÂ
:7 ÂHighway DanceÂ
Agency: Fishdog, Toronto, Canada
Creative Director: Gervais Vignola
Hillary Firestone Vice President, Marketing & Promotions
RenÃ©e GlÃ¼ck, Director of Creative Services
Genna Duplessis, Producer
Production company: guru animation studio, Toronto, Canada
Creative Director: Frank Falcone
Exec Producer: Anne Deslauriers
Directors: Mark Cutler, Frank Falcone
Junior Producer: Holly Nichols
Animators: Dave Calder, Bryan Huo, Taras Primak, Allison Rutland
Lighting: Dave Calder, Tim Dormady, Bryan Huo,Timmy Kan, Taras Primak
Storyboard: Mark Cutler, Frank Falcone
Technique: Computer 3D, Maya, Photoshop, After Effects, Mental Ray
Sound Design: Kid Koala Productions Inc. Kid Koala (Eric San) Composer