Construction contracting has to be one of the driest possible topics for a commercial spot, right up there with accounting and insurance. Despite this, Buck managed to pull off a minor miracle for ServiceMagic.com.
In about four weeks, a team of eight designers and animators whipped up this delightful romp through an imagined world of perfect contracting. Stylistically, Buck’s minimally shaded CG world of harmonious, soothing colors underscores the message of simplicity suggested by the spot’s voice over. The effortlessly fluid character animation also builds on the idea of expertise and confidence that Service Magic purportedly facilitates.
The look-and-feel is reminiscent of Buck’s excellent ID campaign for TV Land. In both cases, Buck showcases its penchant for smooth transitions and its ability to balance animation and design.