"FX Magacine"entrevista a Serxio Gómez, Director de Servicios de Dygra Films, parar dar una visión 360º acerca de:
¿Cómo se hace una producción S3D, Digital 3D stereoscopic?
Podrás descubrir entre muchas otras cosas cuales son los procesos a tener en cuenta a la hora de abordar una película en Digital 3D.
Dygra Films animation studios is launching "The 3D Challenge, an online contest for CGI animators, which will give them the chance of showing their work in the Digital 3D movie "Holy Night!" 3D, the fourth feature film of the Spanish production company.
Video Youtube: http://www.youtube.com/watch?v=B6oHWRUld00
Juan Galiñanes, director of the movie, says:
“It is about creating little scenes, 15 or 20 seconds long, in which the contestants will have to animate one of the sheep of Sara’s flock, one of the main characters of Holy Night. We are eager to see your animations, thanks for participating in our challenge""
Rita sheep, leading actress of the film, is jealous of this contest because she wanted to be the Star of the credits and comments:
"I hope that animator wouldn´t dare to animate the sheep in the challenge better that my movements in the movie. I am the Star!".
¿Do you wanna take part in The 3D Challenge?
The contest starts today, December 20. Animators can send their works until January 31.
Each contestant can send as many animations as they want, all of them will be included in the contest. The results will be announced by mid-February. The animation sequences and names of the winners will appear in the credits of the movie Holy Night!, whose production is completed and will be premiered on Christmas 2011.
Holy Night!
With Holy Night!, Dygra Films throws its biggest bet: a spectacular family adventure with a breakthrough concept. Christmas Eve: two fantasy worlds coexist in the living room of a house, two traditions confronted. Santa’s sleigh disappears and Baby Jesus is kidnapped. Who will save the most magical night of the year?
Entrevista a Serxio Gómez, Director de Servicios de Dygra Films, por El Periódico de la Publicidad, donde se habla de la publicidad Digital 3D y del caso estudio Movistar, el primer anuncio en digital 3D de la historia de la publicidad española, que surgió como una campaña de marketing pionera, nunca hecha hasta ese momento, donde los personajes y los mundos de las dos tradiciones navideñas, Santa Claus y los Reyes Magos de La película “Holy Night!, representaban a modo cómico una competición entre las dos tradiciones, para ver quién realizaba el mejor regalo en esas fechas, pero manteniendo en secreto que los personajes serían los futuros actores de la película.
The First advertising Digital 3D campaign in Spain emerged in 2008 as a pioneer marketing strategy where both the characters and sceneries of two best known holiday traditions, Santa Claus and The Three Kings, of the upcoming film "Holy Night" (ready to be released in Digital 3D at Christmas 2011) actively worked for the campaign, but keeping one secret: the future actors of the film will be featured by the main characters involved in the campaign.
Dygra Films, while working on the production of "Holy Night!" in 2008, had available a universe of Christmas characters with unique characteristics that they wanted to present in an innovative and pioneering way.
Manolo Gómez, President of the company, saw the great opportunity arising from creating The First Ad in Digital 3D.
When you think about about Christmas, the first major brand popping up to our mind was Coca Cola, and we thought it was the perfect client for moving our strategy forward.
Our approach was to locate the advertising agency that represented this brand, McCann Erickson and make a joint approach with the agency.
McCann Erickson loved the idea, but Coca Cola didn´t agree : (
Far beyond surrender, we continued our search for further clients that might be interested in our approach, and finally we presented the campaign to Movistar.
Movistar say YES! : ) and under the creative direction of McCann Erickson´s agency, we began working together gathering and producing the audiovisual content required for the campaign.
Key Issues:
The Challenge launched by Movistar:
Communication Challenge -To strengthen the position of Movistar in the area of innovation
-To improve Movistar´s awareness in the following brand attributes: Preferred brand,orientation, leadership.
-Marketing Challenge:
-Gain 900,000 new customers
-Loyalty and attracting new customers.
Key strategy: Innovation
The agreement between Movistar and Dygra Films, producing pioneering Spain 3D animation, for:
-Using the latest 3D digital technologies.
-Launching the first 3D stereoscopic SPOT.
-Continue the campaign at the release of the film "Holy Night" produced by Dygra Films.
Key Creative:
The advertising campaign is a mini-trailer of the movie Holy Night! revealing the main story line: the rivalry between the two Christmas traditions: Santa Claus and The Three Magic Kings, but keeping one secret ingredient: that the actors are the actual characters of the upcoming film. The campaign is re-created "as an enjoyable" competition between the two Christmas traditions where the characters are fighting to see which one is giving the best gift this season. The actress Anabel Alonso gave her voice to the character Sheep Rita.
Communication actions
Communication activities were carried out were beyond 360 degrees, as the 3D covered cinema, television, print press, outdoor, radio, relationship marketing, mobile marketing, online microsite, presence in YouTube or social networks, home communications, trade marketing, public relations and merchandising with a parade of kings.
Outcome: A huge success!
-One of the most pioneering campaigns in technological innovation: It was launched the first ad in the 3D advertising history in Spain.
-Movistar strengthened its position in the area of innovation.
-Improved perception of the Movistar brand, making it more attractive.
-All brand attributes above the competition: Mark preferred, customer focus, leadership.
-One of the best-selling campaigns: It covered 107% of marked high goals.
-High impact and ability to generate media coverage by the characters, tone and music.
-One of the most memorable and notorious campaigns.
-1700 GRP´S in 3 weeks.
-Campaign Effectiveness Award Nominee 2009.
Conclusions:
The possibility of issuing the first spot in Digital 3D was a unique and pioneer event in the advertising history of Spain. The viewer is dragged into an immersive experience while the Movistar logo creates a surprising effect among the public when it is hovering over their heads. We're talking about 2008, a year before the boom of the Digital 3D "Avatar" became a protagonist.
This experience proves that there is still plenty to come up with in the arena of advertising campaigns which will drive beneficial approaches in terms of innovation, and leading to a neat agreement for everybody:
For Dygra Films: Because Movistar raised the profile of the characters before the release of the movie "Holy Night!". And because the company was a strategic pioneer in promoting a film, 3 years ago.
For Movistar: Because they leveraged existing unique characters and they linked them with their brand, strengthening the company´s position in innovation, and allowing them to make the first advert in Digital 3D and improve their brand image and attributes with a high-profile campaign with a wide coverage.
The Following video, not screened in Theatres , shows an alternative version produced in anaglyphic format. To see the three-dimensional effect it is Necessary to use glasses with red and blue lenses.
http://www.youtube.com/watch?v=Ts9RWxDefv4
TV Spot not screened in Digital 3D
http://www.youtube.com/watch?v=Hi_h38j-KEc (more than 35.00 visits)
TV Spot 2 not screened in Digital 3D http://www.youtube.com/watch?v=Dx2wTryQPvo (over 90,000 views)
For further information on how to create an awesome Digital 3D ad, please check the link below:
Dygra Films Leading Spanish Animations 3D productions. It is one of the companies with the widest experience in Digital 3D productions with his own label Dygra Native Digital 3D.
http://www.dygrafilms.com
Telefónica-Movistar
Leading Spanish Telecommunications Company. Operating globally, it is one of the largest fixed-line and mobile telecommunications companies in the world: the third largest company in terms of number of customers, only behind China Mobile and Vodafone, and one of the top five in terms of market share
http://www.movistar.com/
McCann Erickson
A global advertising agency network, with offices in more than 130 countries. McCann is a subsidiary of the Interpublic Group of Companies, one of the four largest holding companies in the advertising industry
La empresa Dygra Films, pionera en España en tecnología Digital 3D, ficha a la oveja Rita para hacer una comedia navideña de dibujos animados, que se estrenará en las Navidades del 2010.
La oveja Rita, se dio a conocer en la campaña Navideña de 360º de una de las más importantes empresas de Telecomunicación española, en el año 2008-2009. Se estrenó en cines, uno de los primeros anuncios del mundo, hecho en Digital 3D.
Podemos ver una muestra de la campaña para tv: (video1, video2).
Parece ser que los personajes que aparecían en esta campaña Navideña, se trataban en realidad de los personajes de la futura película de animación en Digital 3D de Dygra Films “Holy Night!”, (título en inglés) o Noche, ¿de Paz?, (título en español).
Se descubre así, una ingeniosa y novedosa estrategia de marketing relacional, en la cual se establece una colaboración beneficiosa entre la empresa de telecomunicación y los estudios Dygra Films.
Anabel Alonso, se perfila como uno de los personajes principales, poniendo la voz a la oveja Rita.
Podemos disfrutar de un pequeño avance de esta película, que Dygra Films presentó en Digital 3D, en Kinépolis el 18 de Diciembre, en el siguiente enlace:Holy Night!
También podemos ver una interesante entrevista, en el canal Youtube de Dygra Films, donde Manolo Gómez, explica: ¿Qué es el digital 3D?
