We had fun with the creative department at AKQA on this spot which is pretty straightforwardly put as: “A woman’s kickboxing practice jumps into cosmic mode as she rescues the planet from impending doom.”
or in ad speak:
“The Nike Women campaign Be Transformed is specifically targeting young women in the Asia-Pacific region. It encourages personal transformation with confidence and strength through sports, activities and training programs. It features personal stories form athletes in that region: Sonia Kong (beach volleyball) and Flora Hon (hip hop dance) from Hong Kong, Mel Lozano (ultimate Frisbee) from the Philippines and Hannah Lo (kick-boxing) from Malaysia, among others.” Basically, we just had a blast making this 2D cel animation commercial from script to screen. It’s made in a sort of modern, hyper anime style and all the effects are hand drawn. The music for this animated commercial wasn’t used in the final and was a track from our house band Roppongi’s Ace. So don’t fret if you’re wishing that track was unused, it’s still a virgin ready to placed into your animated commercial whenever you’re ready.
Click above to watch the Nike:Punching Bag spot (not final sound).
Ricky Engelberg, Nike’s digital director for Asia Pacific, sums up the theme of these spots real nice: “The ‘be transformed’ initiative celebrates the revolution across all aspects of women’s lives. Nike aims to inspire them to take control of their own personal development and understand the value in training.”
This was quite an honor. We got to produce the visuals in Josh Sapan’s Keynote address for the opening of this year’s MipTV. Josh is arguably the most brilliant CEO in the industry. He’s the guy that’s greenlit Mad Men, The Walking Dead, Breaking Bad, Portlandia, The Killing, Hell on Wheels, and well… we could keep going. He’s a true bad-ass allowing creative minds to make television that other networks wouldn’t touch with with MTV’s d*ck. Below you can watch the 2012 MipTV Keynote and Q&A in it’s entirety. It is a very interesting look into how AMC Networks and other Pay TV producers have been successful with great content in the age of the Digital Demon.
We’d like to thank Will, Adam, Judd, and all the rest at FoD for seeing the humour in John Oates reuniting with his mustache. Here is our little teaser that got released a short while ago, for the show J-Stache:
Yes, that is John Oates as John Oates. Dave Attell is quite the dirty voice of an even dirtier mustache. John may have crafted countless chart topping hits, but his true calling is to star in an animated show were he embraces his former iconic self… for better or worse.
We went with a more retro 80’s cartoon look (read as poorly drawn) with the animation on this one, and purposefully let the director, Jesse Norton, draw most of the animation on this. He grew a handle bar mustache and went on a bender of cheap blended scotch, Clint cigars, elk jerky, and reruns of the 1988 season of Geraldo’s talk show. This was the result.
Click above to watch the Nike Women : Be Transformed campaigns’ Bike spot (not final sound).
The campaign runs exclusively in the Asia Pacific region across cinema, TV, digital (mobile and website), print, out-of-home and in-store. It includes a 110-metre long building wrap of Beijing’s International Plaza, one of the largest department stores in the city. (check out our Print & Design section to see that work and the 2 story sculpture of the punching bag monster!)
This campaign was designed to challenge women to understand the value of training and to rally around a manifesto to become stronger and more confident. We’re very happy that Nike and AKQA chose the medium of animation to execute this creative vision… and even happier that we got to build the animation for them.
This is a real email that was sent from our dear friend and the real-life basis for the Joe is Japanese character, Koga Sato. His email was such a relief to read, as we had not heard from anyone yet after the earthquake. It was inspiring and goofy. So much so, that we felt compelled to illustrate it and pass it on to the world (with Koga’s permission). This email made everyone at the animation studio feel a sense of duty to donate time to make this mini comic.
A little while ago we set out to make a series about a longtime friend of the studio, Joe McCunney. Since we’re an animation studio we figured we should do it as an anime with Joe providing his very own voice… and we never really thought to give him a script either. We’d simply record real conversations with him in Tokyo, and figure out how a cartoon was supposed to develop from that. We hit animation gold. We’ve produced a 330 page graphic novel detailing his real life adventures… and we’ll just stay… they are CRAZY. Here is a new(er) episode of Joe is Japanesethat now has Japanese & English subtitles and a little more sound design. A new version is coming soon with some fixes to the animation mistakes.
Regardless, we’re hoping you like this one as much as we do. It is guaranteed to teach you one new Japanese word. Oh and yes, in real life the Island Masta is almost as much of an idiot as he appears in this episode. Almost.
Here’s a portion of a new Japanese market Nintendo game we made the graphics for. A lot of in-game sprites flew from our fingers to make the deadlines on this game, but it was a blast. By clicking above, you can watch a clip from the intro video we made to show how amazing the game is when played on the Nintendo DS version. If you click to read more you can see some of the early character designs we made for the animation portions of the game.
This is the animated music video we made with the boys from the Eastern Conference Champions. By far the most interesting song we’ve ever made an video for… We used an new, untested (until this production) rotoscope animation process on this video. The actual techniques we used are a bit of a secret, but we will say we did use a ouija board to channel a rather hyperactive spirit from 1985 that claimed to supply the cocaine to the animation crew during production of A-Ha’srotoscoped video. This paranormal entity’s tweaked advice, was particularly useless. So we just kinda winged it…
Also, note the psychopaths’ line dance in the video. If you learn this dance before you hit an ECC concert, you can join all the other people on the dance floor in a post-modern hipster mating ritual that always ends in heaping handfuls of ass.
In case you missed these up top, our montage reels if you please:
Here at Humoring the Fates (yes, we spelled it wrong there for the search engines… the studios are spelled old world style: Humouring the Fates) we use a lot of different techniques to craft animation. We think modern 2D cel animation has suffered a lot in the digital age. Software has allowed animators to rely more on digital trickery in favor of the hard work of drawing frame after frame after frame to make something move. Our animators are broken like wild mustangs and taught ancient eastern Zen practices to sit for days on end to finish all the insane work required to animate your project. Our animators harness their raw artistry and passion into each 1/24th of a second of screen time.
Most of our styles are built upon hand made drawings, hand painted backgrounds, and hand made… well everything. Even when we make animation in 3D we hand paint all the textures to exist in 3D space… we like our animation to be organic.