Client
Myntra YK Organics
Date | Duration
2018
Creative Director
Rita Dhankani
Executive Producer
Mehul Mahicha
Challenge
We were approached by Isobar to create an animated film for their script. They had envisioned a stop motion style of animation while writing the script. They wanted the feel of a soft fabric which is ideal for a baby’s skin. Along with them they wanted their organic feel to intertwine into the film.
Research
Once we studied the script and concept, our first thought was “How could we do justice to this idea and make it cost-effective.” We needed to bring out the comfort that the product provided, so we did some studying as to what children need and how it must be feeling to them.
Ideation
The solution was efficient planning, a part by part shoot with rotoscopy that happened simultaneously. By this, we effectively kick started two processes simultaneously. We also decided to shoot the whole film on a college campus with the help of enthusiastic college students. Our storyboard was done in colour, because it was important to determine the colour of the fabrics right from the start.
Another challenge we faced was searching for a child actor. Many parents were reluctant to cast their child in such a spotlight. But finally, we got a parent who was willing. Once we had all the groundwork ready, we started
Production
Once we had agreed upon the tonality, design and the sequences we started to build the sets. It was a mammoth task, because we built it all from scratch. With the right colour combinations, we started creating yarn for the cotton buds. We also wove the fabric we would use as props, to show the smooth and soft feel of the cloth. The shoot was long,tedious but fulfilling in every way. We were blessed with the help that the students gave us.
Another challenge we faced was searching for a child actor. Many parents were reluctant to cast their child in such a spotlight. But finally we got a parent who was willing. Once we had all the groundwork ready, we started .
Oh also…We digitally added birds into the video.
Outcome
The film was well received by everyone, winning at FICCI 2018.
Credits
Client
Myntra
Creative Agency
Isobar
Director
Rita Dhankani
Producer
Mehul Mahicha
Project Lead
Manas Sarma
3D Team
Manas Sarma, Gnan Sai Reddy
Sound Studio
Voice Box Productions