Really excited to see my new branding campaign launched today. “Life of a Box” introduces new branding for the Georgia-Pacific corrugated division. Taking viewers through a three part story on how Georgia-Pacific produces a better box to help protect the most precious cargo.
The corrugated division wanted to create an emotional connection to our audience. I decided to let the box tell his own story. Who knows the story of corrugated better than the box himself? Drawing on my four seasons of animations with Alton Brown and “Good Eats,” I crafted the animation to be a combination of styles including paper-craft and stop-action. The style allowed us to inject a lot of fun and humor into an otherwise dry subject.
Atlanta Artist Colleen Finch created paper-craft models which I both photographed and manipulated with stop action photography in GP Studios, Studio B.
I shot all the models on a turntable so I could film them from all angles and using the camera platform, was also able to film them straight down. I calibrated the turntable so I could manually turn it in a constant speed for scenes where the images were both moving and rotating.
The images were photographed in RAW giving us ultimate flexibility in post to manipulate the imagery to suite the style. Parts 1 and 3 were animated by Atlanta artist Amanda Davis while I animated Part 2.
The wrap-around live action were filmed locally in Atlanta using the Sony FS7 in full 4k format. This gave us the most detail and since the camera can shoot in full raster 4k, why not? We filmed in a local house with an awesome cast from Houghton Talent Agency.
We kept the crew and equipment simple so as not to have to bring too much gear in and out of a private home. 3 or 4 lights and the slider were the 'big gear' we brought along. I did make sure to have a hair and makeup person on set as she was able to keep the talent looking good and help us keep the shoot moving along.
The finished piece was produced and uploaded to YouTube in 4k which I believe is a first for Georgia-Pacific. All in all a very fun piece and the start of what we hope will be a long and varied campaign.
Roles: Creative Director, Producer, Director, Writer, Storyboard, Co-Animator