Tile Film Lost Panda by Deutsch Los Angeles

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Lost Panda

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Industry Mobile phones, devices & accessories
Media Film
Market United States
Agency Deutsch Los Angeles
Chief Creative Officer Pete Favat
Executive Creative Director Guto Araki
Creative Director Mateus De Paula Santos, Eric Manchester, Neal Desai
Art Director Neal Desai
Copywriter Eric Manchester, Jeb Quaid
Production Smuggler
Director Mark Molloy
Producer Brian Scharwath
Service Agency ALT.VFX
Released October 2017

Awards

Clio Awards 2018
Film Technique (Animation) Product/Service: Animation Silver
Film Technique (Visual Effects) Product/Service: Visual Effects Silver
Film Technique (Direction) Product/Service: Direction Bronze

Credits & Description

Category: Electronics, Technology
Media: Film
Brand: Tile
Agency: Deutsch
Geo: United States
Advertising Agency: Deutsch, USA
Chief Creative Officer, North America: Pete Favat
Executive Creative Director: Guto Araki
Creative Director / Copywriter: Eric Manchester
Creative Director / Art Director: Neal Desai
Copywriter: Jeb Quaid
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Dan Kaplan
Integrated Producer: Mariana Perin
Music Director: Eryk Rich
Music Producer: Chase Butters
Music Coordinator: Dez Davis
Group Account Director: Matt Matzen
Account Directors: Christi Johnson, Mark Thompson
Account Executive: Jessica Ferri
Group Strategy Director: Kelsey Hodgkin
Director of Integrated Business Affairs: Abilino Guillermo
Senior Business Affairs Manager: Terry Miglin
Director of Broadcast Traffic: Carie Bonillo
Production Company: Smuggler
Director: Mark Molloy
Co-Founders: Patrick Milling Smith, Brian Carmody
Executive Producer: Shannon Jones
Line Producer: Gustav Geldenhuys
Production Company: Work Editorial
Editor: Stewart Reeves
Assistant Editors: Keith Hamm, Josh Sasson
Executive Producer: Marlo Baird
Producer: Brian Scharwath
Production Company: CO3
Senior Colorist: Tom Poole
Producer: Alexandra Lubrano
Production Company: ALT VFX
Founder/ VFX Supervisor: Colin Renshaw
Executive Producer: Chris Fieldhouse
Producer: Jess Calvert
Head of 2D: Mathew Chance
Animation Lead: Chris Rentoul
Production Company: Legacy Effects
Producer: Alan Scott
Design Company: Lobo
Creative Director: Mateus de Paula Santos
Executive Producer: Luis Ribeiro
Producer: Gabriela Leal
Design / Animation: Leandro Beltran, Bruno Ronzani
Track: 'Girl in My Dreams'
Performed by / Composed by / Courtesy of / Arrangement with: Stephan Altman
Audio Post Company: Lime Studios
Executive Producer: Susie Boyajan
Producer: Kayla Phungglan
Sound Engineer: Mark Meyuhas
Assistant Mixer: Peter Lapinski
Published: October 2017
Description:
The spot titled “Lost Panda,” directed by world-renowned director Mark Molloy, follows the story of a panda bear who is trying to find his way back home with the help of the Tile community. The new tagline “Together We Find” hints at the brand’s community where people can easily and anonymously help each other find whatever they’ve lost.
Idea
The stunning film was shot on various locations across Europe, combining practical and digital to realize this piece of emotionally charged storytelling. Working with a practical stuffed panda for in camera reference, we closely studied the movements so that the CG panda inherited all the physical characteristics. Using CG, we were able to add all of the right emotional cues and movements that brought Ernie the panda to life. Sophisticated fur groom, emotive eyes, and smooth, animated movements were all key to the emotional pay off for the character and the story. All of that had to be blended and grounded into the live action plates to make it all believable.

In addition to the CG animated lead character, all of the locations were enhanced with detailed digital matte paintings to give the landscapes a spectacular feel for Ernie’s epic journey home.

Entry Summary
Tile is a the Bluetooth-enabled tracking system, one that helps you find things that have been lost. In this case, Ernie has one fitted into his pocket, and using the app, the girl's father is able to find the lost panda. Working on iOS or Android, the app helps users find items attached to a Tile dongle within a range of about 200 feet. If your stuff gets really lost—which can happen when a plush Panda hops a freight train to the middle of nowhere—you can receive location info from the phones of other Tile users. (When these people approach your missing items, their own apps generate an anonymous update for you to follow.)

That handy feature, one of Tile’s biggest selling points, informs the campaign’s tagline, “Together we find."

Brief Explanation
The ‘Lost Panda’ story was inspired by an actual Tile customer, a young girl who lost her stuffed animal in a busy city, only to be reunited later with the help of the Tile community. Telling the story from the perspective of Ernie, a stuffed panda, and to bring to life what his owner, Lucy, might have imagined her ‘best friend’ going through in trying to find his way back to her. In her imagination, Ernie gets more and more lost while looking for her, only to be helped home by the ‘good neighbors’ he meets—a metaphor for the Tile community. Of course, in reality, Ernie stays in the exact place he was likely dropped by Lucy, only to be found by a loving father who had the foresight to put a Tile in