City of Possibilities by RP3 Agency, Bethesda, MD, USA, The Mill for Norfolk Southern Corporation

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City of Possibilities

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Industry Transport, travel & tourism
Media Film
Market United States
Agency RP3 Agency, Bethesda, MD, USA
Agency The Mill
Art Director Chris Sheldon
Copywriter Jim Lansbury
Released August 2012

Awards

Ciclope International Advertising Craft Festival 2012
Animation 3D Bronze

Credits & Description

Media: TV
Geo: United States
Category: Transport & Tourism
Agency: RP3
Brand: Norfolk Southern
Advertising Agency: RP3 Agency, Bethesda, MD, USA
Creative Director: Jim Lansbury
Art Director: Chris Sheldon
Copywriter: Jim Lansbury
Production Company: The Mill
Producers: Donna Schoch-Spana, Ian Bearce, Nic Barnes, Boo Wong
Directors: Angus Kneale, Ben Smith
Director of Photography: Bill Pope
Editing: Ryan McKenna, Alex Trierweiler
Music: Human Worldwide
Sound Design: Human/ Steve Rosen, Sonic Union
Post Production / Animation: The Mill
Published: August 2012
Execution
Since brand name toys were unable to be used, one of the biggest challenges was creating and designing the fully CGI Toy cast of characters. Our Artists let loose their imagination to come up with cool, impressive toys. Every character was designed from scratch and animated to look and feel realistic. Over 40 individual toys and pop-up books were specifically designed for the spot.The cast of characters is a contemporary ensemble of timeless and modern toys that includes robots, action figures, stuffed toys, dumper trucks, cranes, diggers, etc. Between the charm of the character designs, the fun, surprising ways they all collaborate to build a city, and the fact that they all act rather human, each toy, whether it's high or low-tech, has an expression, a personality, and a purpose. Each animator gave distinct character and storyline to his toy. All of these CGI animated characters were then seamlessly blended into the live action child’s bedroom. Tapping into our childhood fascination with trains, 'City of Possibilities,' presents freight shipping in a new light. A character driven project like this where we had to create a believable and magical world called on all VFX and Animation teams across the studio.

Brief Explanation
Designed and created by our animators from the ground up to present rail freight in a different light, Norfolk Southern: 'City of Possibilities,' showcases the transformative power freight shipping and the magic of trains. Using a balance of cutting-edge visual effects and whimsical charm, the spot seamlessly blends mesmerizing CGI characters into a live action world. The overall storyline and sentiment of the commercial. The directors researched extensively all things rail and freight, and spent time on the ground in Roanoke, Virginia a major hub for Norfolk Southern. In addition, our Artists meticulously created extensive storyboards, character design and Pre-Viz prior to the shoot.