Payless
Broadcast | Cute | Doodles | Hand-drawn | Shoes 
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We had a blast putting pen to paper and stylus to tablet to make the handdrawn in-store posters of Payless come to life. These two promos for the 5-Day Sale at Payless were directed, edited, colored, and animated all at Optimus. The challenge was to take flat art and make it come to life in 3D space with a cel-animation look. Different techniques were tried, but in the end all elements were re-traced in After Effects to ensure consistency of line weight. Then we did it all again in spanish.
These projects work best when the talent really seems to react to the art around them. Director Brian Johnson coached just the right amount playfulness out of the performers to compliment the fun typography and accent doodles. Later, we were able to add little details like a star burst as she turns her heel on the word “sandals.” Be sure to watch the Hispanic version for the adorable little wave as she gets into her car and "heads on down" to Payless.
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Client: Payless
VP Creative: Dan Zigulich
Creative Director: Jeff Vandeven
Senior Designer: Jimmy Guerrerro
Producer: Bruce Montgomery
Creative Director: Donnie Bauer
Animation Director: Morgan James
Design & Animation: Luis Mayorga, Mark Butchko, Mark Walczak, Donnie Bauer,
Morgan James
Family Illustration: Jesse Hora, MAKE
Production Company: One at Optimus
Director: Brian Johnson
Producer: Sarah Slevin
Editor: Julie Kravitz
Assistant Editor: Tim Cahill
Producer: Nora Carney
Assistant Producer: Maria Hinders
Colorist: Joel Signer
Audio Engineer: Joel Anderson