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stash 55.21stash 55.22Alzheimer Internacional“Minds”TVC/viral :30CitroënTVC :42Client:Fundación PasqualMaragallAgency:Externa ComunicaciónDirector:Nico CasavecchiaProduction:boolabAnimation:boolabwww.boolab.tvA spot run on Spanish televisionto raise awareness and funding forAlzheimer’s. Boolab director NicoCasavecchia: “Rory Lambert, theExterna creative director, broughtus the idea of a brain scannershowing activity in sync with asoundtrack and slowly fading toillustrate the sickness.“I suggested an abstractrepresentation of the humanmemories. I wanted to avoid amelodramatic approach and yetconnect emotionally with theaudience, so I kept the idea of anemotional soundtrack. These twolayers of perception, the abstractbubbles dancing ethereally andthe emotional sounds combineddo the trick of expressing humanexperience and hit the dramatictarget without being demagogic.“The main technical challenge wasthe reactive system; I wanted touse as little keyframe animationas possible. I did the initialresearch myself with Cinema4D, with particle systems andgeometry connected to an audioinput. Jaime Ramos crafted thefinal reactive system in Maya, acombination of cloth simulationand particles.” Schedule: 30 daysfrom briefing to delivery.For Externa ComunicaciónCD: Rory LambertStrategy: Angela BardajiFor boolabDirector: Nico CasavecchiaEP: Coke FerreiroCreative super: Lucas ElliotProducer: Diana AsenjoPost director: Joan Janer3D: Jaime RamosMusic and sound effects:Alex CandelaVoiceovers: Pasqual Maragall,Luis Mediavilla, Robert PatersonSound design: Idea SonoraToolkitCinema 4D, Maya, After EffectsWatch Behind the Scenes onthe DVDAgency:HDirector:Jeremy ClapinAnimation:Mr. Hydewww.mrhyde.frWorking from a completedvoiceover and a simple agencysuppliedanimatic of a constantlyfolding page, it was up to Mr. Hydedirector Jeremy Clapin to fill in themany narrative and stylistic holesin this CG commercial launchingthe new Citroën logo and updatedtagline “Créative Technologie”.Deciding on simplified, un-texturedgraphic elements and restrictingthe palette to Citroën’s signaturered, black and white, Clapin foundthe most challenging part of theproduction involved “properlymixing a graphic universe madeof symbols with realistic visualeffects”. Schedule: three weeks.For HCD/copy: Gilbert ScherAD: Didier RicharthTV producers : Agathe Naffah,Ingrid VasseurFor Mr. HydeProducer: Hervé LopezDirector: Jeremy ClapinSound: PSToolkit3ds Max