Amazon

ENDLESS LOVE

The New Blank was tasked with creating the Amazon Endless Love social campaign. The creative was hypnotic and soothing like angels singing a sweet, sweet lullaby, or is it more like a sirens call to shop? At any rate, we created a bunch of photo-real products and animated them falling into a shopping bag with real physics and a seamless loop to draw you in.

Advertising | 3D | Animation | Digital

We are the Flavor of the Month

EP: Sevrin Daniels
ECD: Bobby Hougham
CD: Eric Edwards, Bobby Hougham
Animation: Bryce Stines, Ryan Davies, Andrew Butterworth
Modeling: Adam Rosenzweig, Bryce Stines
Shading: Marcus Kulik, Ryan Davies, Hernan Santander
Texturing: Bryce Stines, Hernan Santander
Lighting: Marcus Kulik
Typography: Ryan Davies
Color Correction: Marcus Kulik, Ryan Davies

Sound Design: John Buroker (HEARby)

Client: Amazon
Producer: Ruthann Lopez
AD: Mike Henderson
Writer: Madhu Kalyanaraman

EP: Sevrin Daniels
ECD: Bobby Hougham
CD: Eric Edwards, Bobby Hougham
Animation: Bryce Stines, Ryan Davies, Andrew Butterworth
Modeling: Adam Rosenzweig, Bryce Stines
Shading: Marcus Kulik, Ryan Davies, Hernan Santander
Texturing: Bryce Stines, Hernan Santander
Lighting: Marcus Kulik
Typography: Ryan Davies
Color Correction: Marcus Kulik, Ryan Davies

Sound Design: John Buroker (HEARby)

Client: Amazon
Producer: Ruthann Lopez
AD: Mike Henderson
Writer: Madhu Kalyanaraman

The Process

Originally, we developed creative for a live-action tabletop shoot, but the more problems we solved, the more that kept revealing themselves. Ultimately, the limitations of speed and a lack of control in the pathing of the fall kept getting in our way. So, we dove into a 3D solution. This also helped with the looping aspect, this campaign is called “Endless Love” after all.

As a result we were able to dig into every aspect to tweak, change and improve. And above all, we ended up with a superior result with the flexibility and the timeline the client requested.

Modeling, shaders and lighting

As there were close to thirty different products Amazon wanted to showcase we had a lot of modeling and materials to create. All with the extra bits of love required for the photorealism required.

Particles

In order to give the products additional realism, we added touches like fog rolling off the milk carton as it falls, and as well as condensation and water droplets on the fruits and vegetables as if from the misters in the produce section. Most of the particulate was created as procedural systems that would dynamically change with any revisions to the animation.

Animation

Achieving the right balance of product versus speed was critical. Considering the 15 second limit to the loop, and the desired leisurely fall we desired it created a bit of a framework for us to work within. We started by creating an animatic to approve speed and density. Then for each script, we would add the whole dream list of products for each script, as some products were smaller than others we would then be able to see how it matched up against the animatic. Inevitably, adjustments to the layout, order, and products would cause the pacing to be too fast and more crowded than the look we were going for. Subsequently, we would go through an editing phase to pare down the amount of product and rework layouts and animations to get us to the final result.

Endless Love = Endless fun!

Sometimes late at night when we are crushing a deadline, humor bubbles up, and like a noxious gas, it needs releasing into the world. We excel at passing gas as you will see in the examples below. (Make sure to turn on your audio.)

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