Krama studio creates new TV commercial for Atlantis Consulting

KRAMA post production studio is responsible for the new commercial of Atlantis Consulting (a client through Toro adv. – an advertising agency I work with for several years). To be totally honest it was quite tough to complete because of the strict deadline. This tvc is actually  a mixture of two commercials…The first half is a typographic style tv spot and the second half its all 3D animated.

I used a couple of tools  such as After Effects 7, 3ds Max 9 and the most useful MAX2Ae (a plug-in that exports camera, lights, objects for 3ds max to After Effects and back).As  I already mention, I  had to break the spot in two shorter editions  in order to complete it.

Production Diary

One day of the production spent in the audio facility – Studio Genesis -  I was there directing the voice talents. Dimitra and Apostolis were professional to the core. They gave me lots of alternative versions  I had to choose from, according the feeling I wanted to achieve. Sound mixing came later this day using Adobe Audition.

The next day was the pre production. Photoshop and Ilustrator worked together in order to make the counter true. Text formed sentences, they all animated in After Effects. I had to re-import all elements in Audition for syncing and to add some sfx. I encoded the first commercial and send it to the ad agency via email for screening. The tvc passed the review (there were some minor changes though) and I was on the route for number two…

Ok. That’s tough! I had some screenshots to guide me through the creation but I had to invest on much more time than I thought. I started modeling the key elements. Those were a 3D folder, a key and a lock. If I completed those on time I would finish the entire spot quick. Creating the 3D animation took me about 6-7 hours work (not rendering time). Choosing the right materials, making some render tests for the lighting and when all were ready, I setup the scene and took a nap while the rendering was running.

The next day I reviewed the animation sequence and I was excited because It was just as I wanted to be. Then I switched to After Effects but… “Whoh! This is not as easy as I thought it would be… I must think… like After Effects does…”, I talked myself. The problem was that 3ds max’s camera data couldn’t import into afterfx, don’t know why this happened. I took a break.

Switched on the safari, hit the google search trying to find a plugin or something to help me out…and voila…MAX2AE! This was my saviour. Seriously! I wanted to export seamlessly the 3D camera from 3ds Max to the AE. It worked far beyond my expectations! You’ll see what I mean when you watch the commercial below.

TVC: Atlantis Consulting Services  – 3 versions (55sec, 32sec, 25sec)

Client: Atlantis Consulting
Agency: Toro adv
Production: Krama post production studio
Motion Graphics Designer/ 3D artist: Chris Lelidis
Audio Recordings:  Studio Genesis
Voice Talents: Dimitra Karamouza, Apostolis Roussopoulos