On behalf of everyone at U.S. creative design and production studio Brand New School, it's my pleasure to share the 2010 AICP Show Sponsor Reel Sequence. This 4-minute HD short film will debut tonight at New York's Museum of Modern Art as part of the premiere of the 2010 AICP Show, The Art & Technique of the American Commercial. Over the weeks to come, it will travel on with the Show to high-profile venues in Los Angeles, San Francisco, Minneapolis, Dallas, Chicago, Atlanta, Boston, Miami, and Richmond.
Beginning with an open brief for this project, the team from BNS, led by art/design director Eric Adolfsen, chose to artfully treat New York City as the canvas for the AICP Show's sponsor logos through an old-school, stop-motion animation approach. Embracing Brand New School's passions for animation, photography and filmmaking, the team first created logo animations and printed those frames on individual, brightly colored pieces of paper. Then, armed with a Canon 5D, tape, and a small fleet of bicycles for transportation, they spent 5 days traveling multiple boroughs capturing the footage. "For each company's mark, we devised animations and then scoured neighborhoods in search of locations for them that would all work together," said Adolfsen. "We tried never to repeat ourselves, each time trying to raise the bar. It was like a big game, played on the walls and streets of the city." Citing the wind as the biggest production challenge, Adolfsen and his fellow artists used Final Cut Pro for editorial, Adobe After Effects for stabilizing the footage, and Autodesk Flame for final color and finishing. Music and mix credits for the Sponsor Reel go to the incredible talents at Stimmüng.