Cutting Edge Animates A Flora Wonderland for Cairns Regional Council

Cutting Edge Animates A Flora Wonderland for Cairns Regional Council
SHARE
THIS



A tropical garden paradise springs to life and breaks out into song in Cairns Regional Council’s latest ‘Water Security Survivors’ animated commercial by Cutting Edge via agency Redsuit.

Featuring floral diva “Ginger” and her back-up singers belting out a performance of the Gloria Gaynor hit I Will Survive, the TVC spreads the message that native plants can thrive “in the wet and in the dry” without excessive watering.

Cairns Regional Council / ‘I Will Survive’ Launch Campaign from Cutting Edge on Vimeo.

Employing a 70’s style disco theme, Cutting Edge animation director Ian Anderson was briefed to design a chorus line of animated singing and dancing plant caricatures. He decided to establish an ‘Alice In Wonderland’ inspired aesthetic for the hero plants and their environment, matching this storybook influenced style of animation with a more polished 3D edge.

To recreate the ‘Alice’ style charm, Anderson embraced traditional background painting techniques created in Maya and Photoshop. This painterly quality adds warmth and texture to the imagery, which is made up of a unique combination of traditional and contemporary animation approaches.

“We wanted to design and develop vibrant and lively plant characters that would really stand out on screen and by embodying a stylised 3D look and feel, we could bring the fable-like flora into a new, more modern era,” Anderson explained.

“Our 3D VFX pipeline meant we were able to embellish the animation of the plants with the addition of camera moves that bring us deeper into the garden world undergrowth,” he added.

A vibrant colour palette was also enlisted to introduce the uniquely North Queensland flora whilst the colour design also considers the dappled sunlight that illuminates the garden in a traditional disco glow, shining through the translucent coloured leaves.

Redsuit producer Tracey Fraser said: “We are proud of the campaign and appreciate all Cutting Edge has done to make this such an amazing little project. The client loves it and has really taken the characters to heart.”

CREDITS

Agency: Redsuit
Creative Director: John Anderson
Art Director: Emma Ziesemer & Chris Eichberger
Producer: Tracey Fraser & Tom Griffin

Production Company: Cutting Edge
Animation Director: Ian Anderson
Producers: Jessica Vines & Samara Keune
Designers: Ian Anderson & Bryn Morrow
3D Supervisor: Matt Dye

Music & Sound: Garry Smith @ Jamhouse

Latest News

NGEN Winners Create World-First Virtual Mentoring World For Deaf Teenagers
  • Media

NGEN Winners Create World-First Virtual Mentoring World For Deaf Teenagers

The winners of last year’s MFA Awards NGEN category have brought their unique idea to life and built a world-first virtual mentoring world for deaf teenagers inside Minecraft, called League of Hearoes. After months of testing, the world has launched weekly live events, attracting more than 50 deaf or hard of hearing (DOHH) teenagers.

Wednesday TV Wrap: The Block Sees Off The Bachelor (Just)
  • Media

Wednesday TV Wrap: The Block Sees Off The Bachelor (Just)

Nine’s The Block was the most watched entertainment show of Wednesday night, narrowly seeing to Ten’s The Bachelor by 881,000 to 854,000, respectively. Ten’s latest attempt at a homegrown drama, Playing For Keeps, debuted last night with a promising 583,000. The Block was enough to give Nine the biscuits, winning last night with 28 per cent audience […]

by B&T Magazine

B&T Magazine
Cummins&Partners Wins Media Account For Red Cross Blood Service
  • Advertising
  • Media

Cummins&Partners Wins Media Account For Red Cross Blood Service

The Australian Red Cross Blood Service (ARCBS) has appointed Cummins&Partners as its new media partner following an extensive competitive pitch review. The media remit has been added to creative services at Cummins&Partners, creating more of a full-service partnership with ARCBS. Samantha Bartlett, marketing director at ARCBS, said: “We are absolutely delighted to appoint Cummins&Partners as […]

Diesel Turns Online Hate Into Cool New Fashion Campaign Littered With Stars
  • Advertising
  • Campaigns

Diesel Turns Online Hate Into Cool New Fashion Campaign Littered With Stars

Italian youth fashion brand Diesel has unveiled its latest campaign that uses social media hate and turns it into a clever new campaign. The ad stars Nicki Minaj, Gucci Mane, Bella Thorne, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini. Each celebrity chose some of the worst comments they’d received, and Diesel designed exclusive items for each […]

by B&T Magazine

B&T Magazine
Infographic: How Sponsoring An Event (Like Goat Yoga Or A Garlic Festival) Can Grow A Business
  • Marketing

Infographic: How Sponsoring An Event (Like Goat Yoga Or A Garlic Festival) Can Grow A Business

A common malady of marketers is how to best spend their marketing dollars and get the best outcomes (ie. sell more stuff). But a new study suggests that going “hyper-local” could be an easy and effective place to start. The study, by US marketing firm Zipsprout, says that micro-targeting local consumers via corporate sponsorships can be one of […]

by B&T Magazine

B&T Magazine
Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open
  • Advertising

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open

The annual search for Australia’s best and brightest talent has launched today through Clemenger BBDO’s ‘Exceptions to the Rule’ program, with applications open for placements across Clemenger BBDO Melbourne and Sydney. ‘Exceptions to the Rule’ is a commitment to the agency’s belief that the future leaders of the creative industry aren’t solely coming through traditional […]

The Six Types Of Meetings People Despise
  • Media

The Six Types Of Meetings People Despise

Donna McGeorge (pictured below) is a speaker, author and mentor who helps people make their work work. She is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In this guest post, McGeorge says most of us despise the office meeting and here’s the six worst types… I once heard a very senior leader […]

Opinion

by B&T Magazine

B&T Magazine