EXMARK MAJESTIC TV

Exmark is the leading manufacturer of commercial grade lawn mowers. Lawn professionals consider it to be the best brand out there and if they are not Exmark owners, they aspire to be. This TV spot was directed at high-end consumers who desire to own what the pros own. This spot highlights the pride that the whole landscape has toward an Exmark machine.
Screenshot, opening scene.
Screenshot, bird bath.
Screenshot, mower.
Screenshot, logo.
Flower detail.
We were blessed to work with Carlo Giovani, an amazing paper artist from Brazil. He would create blueprints of the art in Illustrator and send it to us, but he would always make the art with paper and photograph it multiple ways so that we could animate them here.
Additional paper studies from Carlo Giovani.
Carlo creates these amazing flowers with paper and the stems with plastic straws.
The tree. Nino, our animator guru, created a lot more branches on the trees used in our spot.
Carlo's notes on how we should animate the squirrel. Nino suggested a few more movements and used this as a guide to build the rig and animate them. We had our friends at Outpost 12 animate some of our other characters, like the birds.
Carlo's concept of the squirrel and tree shape and colors.
Final result. We didn't want a fall scenery as fall is a horrible time for mowing, with all the leaves on the ground. We also added a rich, gold overlay to the scenes to brighten up the spot and make it a lot warmer.
Carlo's concept for the gnomes.
Final result. We buldged up their bellies as you can probably tell. Gnomes like their ale, don'tcha know?
CREDITS:
Marcelo Plioplis - Art Director
Neveen Hegab - Copywriter
Nino Kapetanovic - Director, Lead 3D
Carter Weitz - Creative Director
Outpost 12 Studios - Supporting 3D
Carlo Giovani - Paper Illustrations
Steve Horner - Music 

DUTIES:
Concept, Art Direction, Design, Storyboard
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