Lumberfly directs Equip Super’s “Super Equipped,” a 3D, character-driven animated TVC where a hapless chicken is helped out by a detail-oriented octopus pal. Finding the right style and design for the characters took time, they’re the hero of the spot. They needed to be playful and eye-catching without feeling like they belonged on a kids’ show rather than a superannuation TVC. There was also a real risk the Octopus could end up looking slimy and off-putting if we went too far into hyperrealism.
So we explored a semi-realistic, stylised treatment through 2D concepting, hand sculpting, and a grapefruit texture of all things, as the basis for the Octopus’s skin. Unlike most of our characters, we had to have some faith in the process, as it was challenging to see the Octopus’s true personality until it was rigged and posed.
Between intricate hand animation, complex rigging requirements, and simulation work, there was plenty for us and our team of incredibly talented specialists to sink our teeth into. The strong creative put forward by the Client and Agency, as well as their excitement for the project and trust in us, meant for a delightfully smooth job.
For Lumberfly it’s always a treat to work on projects that balance technical and creative problem solving to reach the final vision. And here’s a peek behind the scenes:
Credits: Direction: Lumberfly (Hen Beeman & Josh Thomas) Client: Equip Super Agency: Cummins And Partners Production Company: Pixel Creative Director: Heath Collins Group Account Director: Meg De Laurier Head of Production: Steven Tortosa Executive Producer: Haley Polacik Producer: Garett Mayow Sound: Echo Darling Houdini: Alexander Murphy Rigging TD: Robbie Reid Animator: Ben Hubbard Modellers: Emily Pritchard & Jordan Carter Character Design: Sarah Brennan Storyboard Artists: Dylan Shearsby & Amanda Brooks Instagram:@lumberfly Instagram:@pixel Instagram:@cumminsandpartners
Email
LinkedIn
X
Threads
WhatsApp
Telegram
More
Lumberfly directs Equip Super’s “Super Equipped,” a 3D, character-driven animated TVC where a hapless chicken is helped out by a detail-oriented octopus pal.
Finding the right style and design for the characters took time, they’re the hero of the spot. They needed to be playful and eye-catching without feeling like they belonged on a kids’ show rather than a superannuation TVC. There was also a real risk the Octopus could end up looking slimy and off-putting if we went too far into hyperrealism.
So we explored a semi-realistic, stylised treatment through 2D concepting, hand sculpting, and a grapefruit texture of all things, as the basis for the Octopus’s skin. Unlike most of our characters, we had to have some faith in the process, as it was challenging to see the Octopus’s true personality until it was rigged and posed.
Between intricate hand animation, complex rigging requirements, and simulation work, there was plenty for us and our team of incredibly talented specialists to sink our teeth into. The strong creative put forward by the Client and Agency, as well as their excitement for the project and trust in us, meant for a delightfully smooth job.
For Lumberfly it’s always a treat to work on projects that balance technical and creative problem solving to reach the final vision. And here’s a peek behind the scenes:
Credits:
Direction: Lumberfly (Hen Beeman & Josh Thomas)
Client: Equip Super
Agency: Cummins And Partners
Production Company: Pixel
Creative Director: Heath Collins
Group Account Director: Meg De Laurier
Head of Production: Steven Tortosa
Executive Producer: Haley Polacik
Producer: Garett Mayow
Sound: Echo Darling
Houdini: Alexander Murphy
Rigging TD: Robbie Reid
Animator: Ben Hubbard
Modellers: Emily Pritchard & Jordan Carter
Character Design: Sarah Brennan
Storyboard Artists: Dylan Shearsby & Amanda Brooks
Instagram: @lumberfly
Instagram: @pixel
Instagram: @cumminsandpartners