One of contemporary India’s finest animation companies, Vaibhav Studios and independent music producer, composer and multiple award winning musician Roto Shah, recently collaborated on a new animated commercial for ‘Centre Fruit Xplode’.
Ogilvy & Mather, an International advertising agency, wanted the entire campaign for the launch of the new brand Centre Fruit Xplode to have an animated twist, that’s when it approached Vaibhav Studios to design and produce the ad films.
“The scripts were fun and it was a great opportunity for us to build yet another series of mad films with mad characters along with some great music composed by Roto. The scripts were action packed and to communicate the concept in a captivating manner that too within 25 seconds is always an exciting challenge! It was quite a bizarre plot with the characters literally having a ‘blast’! We were pretty thrilled with the way the films eventually turned out and with the chemistry between the two characters Lemon & Orange,” expounded Vaibhav Studios, founder Vaibhav Kumaresh to AnimationXpress.com.
The two ads took a month and a half time to bring out the chemistry between lemon and orange. The ad shows how the mischievous lemon tries to explode the orange all the time; once when he is in the gym on the treadmill and in another instance while he is working in the garage but unfortunately every single time the lemon character also ends up getting blown up by unexpected accidents.
“We had never done fluids before and this film had fluids exploding, dripping and flowing! I am glad we pulled it off pretty well with our own ‘hand crafted techniques’ and with very minimal simulation,” added Vaibhav.
The Animation has been done by Ajit Aher, Dapun Rai Dewan, Vinayak Phadatare. Technical direction: Bhavesh Gondaliya, Modeling & Layout : Tapas Jana, Bhavesh Gondaliya, Rigging: Abhijit Ghodke, Bhavesh Gondaliya, Texturing: Avinash Gulhane, Rahul Dasgupta, Lighting, renders & compositing: Sagar Kulkarni, Kartiki Singh, Punit Gor, Color art: Ganesh Kotale Music and sound design: Roto Shah, Voice over: Mantra, Voice coordination: Eliza Lewis, Head of production: Chandni Chudasama, Fluid simulation: Deepak More, Production assistant: Baadal Chaurasiya and the Design & direction has been done by Vaibhav himself.
It’s always been fun and challenging to do something interesting and experiment with new musical elements for such ads. So the experience was good and I learn something new all the time, while working on such assignments. Vaibhav always keeps time for me to give him the best, even in crunch deadlines; which is unlike the way the whole industry functions. But if I club all that, I think it took me a week’s time to compose the whole music,” ended Roto Shah.