{"id":582,"date":"2011-11-02T12:05:45","date_gmt":"2011-11-02T14:05:45","guid":{"rendered":"http:\/\/www.mauriciosantana.com.br\/blog\/norton-stuff-anthem\/"},"modified":"2011-11-02T12:05:45","modified_gmt":"2011-11-02T14:05:45","slug":"norton-stuff-anthem","status":"publish","type":"post","link":"http:\/\/www.mauriciosantana.com.br\/blog\/2011\/11\/02\/norton-stuff-anthem\/","title":{"rendered":"Norton &#8211; Stuff Anthem"},"content":{"rendered":"<div class='posterous_autopost'>\n<p><iframe loading=\"lazy\" src=\"http:\/\/player.vimeo.com\/video\/28787140?portrait=0\" frameborder=\"0\" height=\"283\" width=\"500\"><\/iframe><\/p>\n<p>We like our stuff. Do you like your stuff? Protect your stuff. <br \/> Here&#8217;s our latest for Norton via Leo Burnett Chicago.<\/p>\n<p \/>  Information on Norton &ldquo;Stuff Anthem&rdquo; from Psyop&rsquo;s Fletcher Moules, who  was creative director on the spot along with Laurent Ledru.<\/p>\n<p \/>  Stuff. Stuff. Stuff.<\/p>\n<p \/>  No, not just &#8220;stuff&#8221; with a small &#8220;s,&#8221; but Stuff. Your Stuff. The Stuff  that lives on your hard drive, your devices, and on the web. Your Stuff  is more than just data. It&#8217;s your life. The Stuff that connects you with  the people you love. The Stuff that puts you on the grid as a  contributing member of society. It&#8217;s who you are Stuff, where you&#8217;ve  been and where you&#8217;re going Stuff.<\/p>\n<p \/>  For &ldquo;Stuff Anthem&rdquo; we took this idea of Stuff and embodied it in a  character and follow him through the world as he grows up, adding more  stuff to his life and trying to hold onto and keep track of all the  stuff he has.<\/p>\n<p \/>  Visually, we gave the character a cute likeable look and personality and  the world around him a handmade ink and watercolor feel. We didn&rsquo;t want  anything to feel overly slick or techy. It&rsquo;s all imbued with a bit of  whimsy and fun. As the spot moves along, the visuals build and get more  complex as our main character gets more stuff and tries harder and  harder not to lose it. The color palette we used was also very important  in the narrative journey. We developed a base palette from the Norton&rsquo;s  brand and this set the tone for beginning and end. However, we wanted  the viewer to feel like they went on the journey with Mr. Stuff. When  things got tough for him, so did the palette.<\/p>\n<p \/>  We really wanted the animation and the story to unfold as simplistic as  possible. The aim was to create a handcrafted world for a software  company. Though the characters are all 3D, our intention for the  campaign was to have a traditional 2D feel.  In order to achieve this,  in the timeline we were given, we relied heavily on new techniques in  digital production &ndash; all the characters are 3D, the backgrounds are  projected in Nuke and AE, and much of the character lighting is done  with Nuke&rsquo;s Relighting tools using Normals passes. At the same time, we  used some pretty old school animation techniques, like when the taxi  takes off and heads to the town.<\/p>\n<p \/>  Advertising Agency: Leo Burnett, Chicago<br \/> Global Creative Director: Mark Tutssel<br \/> Executive Creative Director: Susan Credle<br \/> Creative Directors: Dave Loew, Jon Wyville<br \/> Art Director: Rainer Schmidt<br \/> Copywriter: Tohru Oyasu<br \/> Executive Producer: David Moore<br \/> Producers: Christopher Cochrane, Stephen Clark<\/p>\n<p \/>  Production Company: Psyop\/Smuggler<br \/> Director: Psyop<br \/> Psyop Creative Directors: Fletch Moules, Laurent Ledru<br \/> Psyop Executive Producer: Neysa Horsburgh<br \/> Psyop Producer: Amanda Miller<br \/> Psyop Associate Producer: Hillary Thomas<br \/> Smuggler Executive Producer\/Partner: Patrick Milling Smith<br \/> Smuggler Executive Producer\/Partner: Brian Carmody<br \/> Smuggler Executive Producer\/COO: Lisa Rich<br \/> Smuggler Executive Producers: Allison Kunzman, Laura Thoel<\/p>\n<p \/>  Models and Textures: Rie Ito, Brianne Meyers, George Longo, Matt Berenty<br \/> Riggers: Sean Kealey, Alon Gibli<br \/> Animation Lead: Dan Vislocky<br \/> Animators: Sam Ortiz, Minor Gaytan, Blake Guest, Kevin Koch, Jacob Frey, Chris Meek<br \/> Designer: Kenesha Sneed<br \/> Lighters: Hao Cui, Sarah Bockett, Stephen Delalla<br \/> 2D animators: Taik Lee, Regis Carmago, Shervin Etaat, Jooyong Kim<br \/> Compositing: Fletch Moules, Michael Garrett, Miguel Bautista, <br \/> Flame: Kim Stevenson<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>We like our stuff. Do you like your stuff? Protect your stuff. Here&#8217;s our latest for Norton via Leo Burnett Chicago. Information on Norton &ldquo;Stuff Anthem&rdquo; from Psyop&rsquo;s Fletcher Moules, who was creative director on the spot along with Laurent Ledru. Stuff. Stuff. Stuff. No, not just &#8220;stuff&#8221; with a small &#8220;s,&#8221; but Stuff. Your [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-582","post","type-post","status-publish","format-standard","hentry","category-blog"],"_links":{"self":[{"href":"http:\/\/www.mauriciosantana.com.br\/blog\/wp-json\/wp\/v2\/posts\/582","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.mauriciosantana.com.br\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.mauriciosantana.com.br\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.mauriciosantana.com.br\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.mauriciosantana.com.br\/blog\/wp-json\/wp\/v2\/comments?post=582"}],"version-history":[{"count":0,"href":"http:\/\/www.mauriciosantana.com.br\/blog\/wp-json\/wp\/v2\/posts\/582\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.mauriciosantana.com.br\/blog\/wp-json\/wp\/v2\/media?parent=582"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.mauriciosantana.com.br\/blog\/wp-json\/wp\/v2\/categories?post=582"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.mauriciosantana.com.br\/blog\/wp-json\/wp\/v2\/tags?post=582"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}