June 2008
The Association of Independent Commercial Producers (AICP) contacted Imaginary Forces (IF) to help them with some viral videos in early 2008 as a way to encourage people to enter the AICP show for 2008. The work IF did on the viral videos impressed the AICP, so they asked IF to contribute to the sponsor reel for the AICP show itself. The production of the sponsor reel guarantees IF the opportunity to produce the show open for 2009.
The brief for the AICP sponsor reel was simple: to come up with a graphic entertaining way to highlight the list of sponsors to the event. The list of 40+ sponsors ranged in contribution. IF was left with a carte blanche to the design and style of the reel, which for any design company, is a dream come true. IF Art Director Grant Lau came up with the idea of a carnival. Each sponsor is highlighted in various ways, as the viewer explores the carnival that IF created. A single character in various incarnations interacts with the logos for the sponsors in different ways, such as being punched out in a carnival boxing match by sponsor United Health Care.
The animation style was also chosen by IF. A traditional, cut-out animation style is given depth, while mixed with 3D elements such as a roller coaster. The style is enhanced by the soundtrack created exclusively by Machine Head for this piece. Machine Head, like IF, was asked to participate based on their work with the viral videos. Machine Head worked closely with IF to develop the track.
The sponsor reel is available here.
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