Every once in a while we receive requests for, let's say, unusual projects. Crayon, being a large business that operates to make other large businesses' life easier, needed a promotional video that avoids "classic"  (means boring) corporate style. Long story short - brief's main phrase was "think outside the box".

So, here's our approach:
 

Step 1: Plan

Creating a mix of DIY, 3D and mograph was one of our ready-made ideas, that waited on the shelf for nearly half a year. 

To help negotiation process end positively, we made a moodboard, with step-by-step description of the project:

Guys from Crayon immediately liked the idea, and we started our 2-months-long journey to achieve the result.

Production process promised to be complex from the very beginning, so we had to plan every little detail ahead: materials, colors, surfaces, lights, SFX, items, papers, people and everything else involved. 

There's no better way to do it than a nicely done storyboard:

Colors were an important part of planning step, because we used a lot of completely different substances, and had to make sure that every piece works well together. We made a detailed color guide for this purpose, and used it as a reference in every shop we visited. Paper, paint, 3D materials - all here:

Step 2: Build

First step in building is always shopping. In total we visited about 6-7 venues - from toy shops to specialised paper shop. 

Here's a sneak peek at some papers that contain our shopping list:
 

Then our office turned into a weird production facility for a week. We used a lot of plastic foam, paper and cotton:

This little computer is my personal favorite. It's made from plastic foam plus a little LED inside a button to make it alive:

Step 3: Film

In total we had to film 8 separate scenes in one day - camera, lights, action! The biggest challenge was setting up each scene really fast, and not making any mistakes while doing this.

Step 4: Produce

At some point we realised, that everything before post production was relatively easy :)

Our goal was the "clean" look, so editing of live footage required us to use a lot of creative, uncommon techniques for VFX, color correction and compositing.

We kept most of the cotton "as is", but the box inside was recreated from scratch in 3D.

We kept most of the cotton "as is", but the box inside was recreated from scratch in 3D.

Colors of hands and background were simply edited in DaVinci Resolve. Box itself required more attention - letters "YOU", originally made out of wood, were not bright enough, so we replaced them with 3D ones. Box underneath was masked out and replaced with a perfectly-shaped 3D one as well.

Colors of hands and background were simply edited in DaVinci Resolve. Box itself required more attention - letters "YOU", originally made out of wood, were not bright enough, so we replaced them with 3D ones. Box underneath was masked out and replaced with a perfectly-shaped 3D one as well.

Keeping most of the scene's details, we cleaned out the shot entirely, combining footage we had with 3D graphics.

Keeping most of the scene's details, we cleaned out the shot entirely, combining footage we had with 3D graphics.

Step 5: Repeat

It turned out to be one of the most interesting projects we made so far - tons of troubles, but tons of fun as well!

A lot of work left undisclosed - due to several changes of scenario at different production stages lots of prepared content did not make it to the final video, but we believe that every change made the result a little bit better. 

Team:


Agent: Abi Lewis (WVA)
Scenario: Harvey Reynolds
Production director: Paul Goluzov
Art director: Nick Terentjev
Storyboarding, handmade: Kristina Suvorova
3D, VFX: Pijus Balkaitis
DOP: Maarten De Lange (Kamera)
VO: Fergus Dyer-Smith