63 - Stash

stash 63.19O’Neill Evolution 2010Viral/TVC :50Agency:Basik ProductionsDirector:RuffmercyProduction:Basik ProductionsAnimation:Ruffmercywww.ruffmercy.comLondon director/animator/designerRuss Murphy (aka Ruffmercy):“As the spot was 1920x1080 HDand there was only my computerfor designing, animating andrendering the whole thing, mymain goal was to keep everythingas simple as possible so I couldmaintain the workflow and notbecome unstuck with huge rendertimes and slow RAM previews.“To achieve this I tried to keep thedesigns vector based and onlyuse bitmap images when needed.This also gave me freedom downthe line to alter shots and zoom inmuch tighter if I needed to reworkshots. I also decided to not useany camera depth of field andinstead use a simple center spotplug-in to create the illusion ofdepth. I was also very selectiveabout blurs such as motion orcamera shake. So through tightlymonitoring my files and effectsthroughout the job I managed tokeep everything running smoothlyand rendering the final piece onlytook around two hours.”For O’NeillClient: Bernhard RitzerDirector/editor/animator:RuffmercyAudio: Tom GuestToolkitAfter Effects, Photoshop, Illustrator