April 2008
Superfad recently completed a new campaign for NWsource.com that presents compelling and iconic city denizens answering the question, "What's my Seattle?" The project is part of an ongoing collaboration with the Seattle Times Company's new media division for which Superfad has served as both brand design agency and production company.
Superfad began the process with developing a style manual and the voice of NWsource.com via the concept of seeing the city through the eyes of interesting locals. Each selects their favorite places and things, which end up as offerings on a tiny planet - hand picked for the universe of options.
The spots present an animated world that has a hand-drawn aesthetic and ink blot line style - a 2d/3d animation blend that was created with Maya and AfterEffects. At the conclusion the voice's subject is revealed in live action as emerging from the planet of his or her creation.
The result is a series of charming vignettes that speak to the range of interesting things to see and do in Seattle's environs, while encouraging viewers to personalize their own Seattle with the help of NWsource.com.
"Superfad has helped to define what NWsource.com can bring to its users in a subtle and creative way," says Anna Bertrand, Director of Online Marketing for the Seattle Times Company. "They very clearly take pride in their work and it makes us want to come back to them again and again."
According to Bertrand, the spots are already generating great buzz and people are coming into the places highlighted, excited to have seen them in the commercials and online.
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