top
log-in
Leo Espinosa
Nuts and Bolts
posted:
As I mentioned in my previous post, last month was bananas between driving out west to our new home and the amount of work that fell on me. One of the most complex but VERY fulfilling projects was the design and art direction of a TV spot that just aired on national television in Colombia over the weekend.
My good friend, (director) Mauricio Pardo, asked me if I was interested in designing the overall look and characters for a commercial commemorating 60 years of Colombia's biggest oil company. The challenge was to show how much the client cares about education, progress and the environment using some sort of loose mechainism the Ad Agency had in mind. Timing was tight, but I thought that my use of color, simple shapes and character design could really work well with their concept and agreed to it. What I didn't anticipate was  that the same look needed to be carried over to the print campaing and that I would need to illustrate the ads in record time.

Long story short, two weeks of solid work, many cups of coffee, a few all-nighters and all the graphics were done. Then came the collaboration with the director, the creative team, the animation studio and the sound designers. They all did their magic (with a lot more coffee consumption I must guess) and the campaing was finished up and delivered to the public!

One of the main constrains for the TV ad, was fitting in all the ideas that came from the agency, animated at a reasonable pace. All my drawings were already done but not all of them made it to the final cut. Like the frame you see above, which was meant to be the closing of the spot
..............................................................................................................................................................................................
This was one of the illustrations done for print. The look needed to be as close as possible to the TV spot but with a little bit more detail, texture and volume
..............................................................................................................................................................................................

These are some background and characters, both from print and TV, that will be featured in a 60" version of the commecial. I had a kick designing the little critters!
..............................................................................................................................................................................................
The short 35 sec. version of the ad!
..............................................................................................................................................................................................
PRODUCTION HOUSE: Colombo Films DIRECTOR: Mauricio Pardo ART DIRECTOR AND DESIGNER: Leo Espinosa POST PRODUCTION: Dr. Pepe ANIMATORS Dr. Pepe: Catalina Noriega PRODUCTION Dr. Pepe : Camila Robayo EXECUTIVE PRODUCER: Nathalie Burnside ASSISTANT DIRECTOR: Andres Cortes SOUND DESIGNER : Sonica AGENCY: Sancho/BBDO CREATIVE TEAM: Sandra Murillo, Dario Rodriguez CREATIVE DIRECTORS : Juan Gomez, Andres Maranta R&TV: Maria Mercedes Medina
Recent Articles
Topics
Archive

Sketchattack! (68)

Sketch-o-rama (74)

Euro Moto&Scooters (12)
Links
Otis + Rae