Sometimes we get asked to pitch for projects that never get off the ground for one reason or another. When that happens we’re left with a collection of some pretty cool stuff that never sees the light of day. Here, we revisit those projects, change names and details, and reflect on our efforts!
[Ad Agency] came to us a few years back to create animations for a series of “features and benefits” videos for [National Truck and Care Tire Brand]. The request was to build out each tire in 3d, and animate some feature, then use on screen text to explain whatever was happening. [National Truck and Car Tire Brand] represented a pretty awesome opportunity, so we put a lot of effort in to developing a look and testing some animation.
The first idea I settled on was that whatever the “environment” was would be represented by this super simple low poly geometric ground plane. It was meant to eventually look like a futuristic test environment where the ground could shift, change, and become whatever we needed to highlight the current feature. A line from the brief said, “So if it's a feature that makes the tire stronger going over rough terrain will will have to say it and show it.” And that was what we went with in this first frame.
Some of the features of the tire were internal, so we needed to come up with a look for that as well. We went with physically carving away a slab of the rubber to show construction features.
We also needed to find a way to highlight the unique tread patterns of [National Truck and Car Tire Brand]’s different tires. We used the same idea of white wireframe overlays that we used on the ground.
Time was limited so we were only able to get one of these shots animated, and decided to go with the first sort of “overview” shot.
Who knows. [Ad Agency] and [National Truck and Car Tire Brand] either didn’t make the project at all or decided to take it somewhere else. Sometimes jobs just don’t pan out. In hindsight, we may have done a better job offering more options instead of diving so deep into this one. Either way this was a great chance to push some tires around in Maya and get some practice rendering them in Renderman!
Thanks for checking out this round of Pitching Into the Wind! We will be adding more once we get the next project sanitized and redacted!