A Blank Slate

Often, when a script for a project is delivered to an editor it is accompanied by a variety of assets. Video, audio, design files or even photography. In this instance, the script was ready to go, approved by the client and ready for editing but accompanied by only the client’s logo. Not even a visual direction was written into the script.

This project was completed in November of 2011.

While some may find this daunting, this was actually a huge opportunity. A blank slate given for a broadcast commercial? Let’s go!

Like most creatives I typically have a variety of ideas that I’d love to execute stashed away in my brain. Luckily, this paper cut-out, ‘puppet show’ would work perfectly for this. It was the perfect way to incorporate the calendars, maps, prizes and copy points in a fun and exciting way.

But most of all, it gave the commercial both a framing device and a transition method to maintain a kinetic energy from beginning to end. Both are absolutely critical when doing effective animations.

From there, all the different elements were found, given a rough white border and a crumpled paper overlay to give the impression that they were collected and cut out of physical print media. Backgrounds and elements followed movement that would fit a very intricately choreographed, miniature, ‘puppet show’ including a bit of a handheld wiggle. Shadowing gave elements realistic depth. Sound effects, sparkles and a spotlight were the icing on the cake.

The client loved it and it was approved with no changes. But most of all, it gave me the opportunity to be able to work with more blank slates in the future.