Overview
Working with our friends at The Shipyard, I was asked to develop several short web and social ads to compliment and expand on their national commercial spot. The aim was to communicate balance, performance and control across all areas of an investment portfolio. The ads feature CLA’s iconic bike and highlight the firm's ability to solve today's challenges while creating future opportunities.
“The bike’s empty seat is an invitation to ride with CLA, to balance what’s right for the business with what’s best for everyone who depends on it,” notes David Sonderman, Chief Creative Officer of The Shipyard. “It’s a tension at the heart of so many critical decisions that leaders have to make.”
Technical Challenges
The motion of the bike was critical to success here and to succeed here I built a motion rig on the 3d bike to help control the outcomes. Perfection laid in small personification detail like capturing the subtle imperfections of a person on a bike. That got paired in with traditional animation principles of anticipation and overshoot to craft compelling movements of our hero character.
