Qualcomm Film Snapdragon/Coming Soon by Ogilvy & Mather Los Angeles

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Snapdragon/Coming Soon

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Industry Telecommunications Services
Media Film
Market United States
Agency Ogilvy & Mather Los Angeles
Service Agency Framestore
Director Murray Butler, David Mellor
Executive Creative Director Franklin Tipton, Paul Johnson, Bill Wright, James Dawson-Hollis
Creative Director Dennis Lee, Nathan Dills
Producer Satoko Iinuma
Editor Jon Grover
Released May 2013

Awards

Clio Awards, 2013
Film Technique Visual Effects Silver

Credits & Description

Advertiser: QUALCOMM
Agency: OGILVY & MATHER
Category: Visual Effects
Advertising campaign: SNAPDRAGON 'COMING SOON'
Executive Creative Director: Bill Wright
Agency Producer: Carolyn Johnson
Music: Bill Chesley
Animation: Framestore
Special Effects/Computer Graphics: Framestore
Sound Studio: Henryboy
Director: Murray Butler
Producer: Satoko Iinuma
Editing Company: Cut
Director: David Mellor
Creative Director: Nathan Dills
Editing Company: Run
Creative Director: Dennis Lee
Post Production: Framestore
Executive Creative Director: James Dawson-Hollis
Editor: Jon Grover

Brief Explanation
The spot starts off with beautiful scenery, an army defending a castle perched on a mountain top and a powerful voice announcing “this summer a dragon is coming,” giving the viewer the perception they're watching the trailer for an epic fantasy movie. What they're actually viewing is a smart cheeky :60 commercial highlighting the attributes of Qualcomm's Snapdragon Processor through the iteration of a smart and speedy dragon.

Execution
Developing the dragon meant creating a new icon for the Snapdragon brand. The character of Snapdragon needed to be badass yet not threatening. A creature that everyone wants in the palm of their hand. He’s cheeky and cool with the ability to impress and intrigue. Creating the character required a VFX team exploring various textures, scales, color, patterning in addition to expressions both facial and physical. From initial concept to look development renderings, the team worked tirelessly to create the perfect form. The animation team worked on various iterations of how he would hold himself and move.In addition to the dragons, the VFX work included enhancing all the environments. Matte paintings were created to bring all the elements together in a dynamic way. Smoke trails, fire breathing dragons, water interaction and general atmospherics were all created in VFX. Compositing in Nuke allowed flexibility in the pipeline, maintaining a fluid collaboration between the team of artists.