AMAZON / Morphing Animation Brakedown
by SergioFuego.Estudio
-
A while back I was honored to be part of the Clim Studio team for the development of the new Amazon campaign during early 2024. My role it was as CG Designer & Animator. During the journey I was challenged to push my animation skills to the next level by creating morphing transitions between different objects, 360-degree spins, stretching, squeezing, element choreography, shape match cuts & different rhythm movements.
The key to morphing and transitions lay in breaking down each object into basic shapes, using those pieces to build the next element. In this way, we achieved fluid and visually perfect transitions in two or three simple steps. Some shapes enter the scene revealing themselves from behind, others rotating and scaling, creating a perfect choreography where each element was sequenced.
Produced and directed by Clim Studio for Amazon
-
Amazon Box / I was also able to animate and develop other assets for the campaign, playing with the box as an iconic element of the brand. We gave it life and personality. Here are some of the best R&D to share with you.
-
-
In the next transition, we use color as a guide. The orange stripe transforms into the zipper, unrolling and revealing the bag. In a 360-degree turn, the boot enters the scene, the helmet appears hidden from behind and the straps hook back together to close the sequence.
-
-
Morphing objects. The electric pressure cooker breaks down into other basic shapes to move on to the next element. The lid transforms into a cone and its handle into a sphere, achieving the morphology of the lamp in two simple steps.
The orientation of the animations guides and assists the eye through each morphing and transition. The eye has a visual path without apparent interruptions.
-
-
We also develop some pyro simulations, adding extra detail to the animations, such as the steam on the iron. It reinforces and closes the morphing from one element to another. The steam was developed in Houdini, calculating the speed of the iron as it descends, assembled in Cinema 4D, and rendered with Redshift.
We also develop some pyro simulations, adding extra detail to the animations, such as the steam on the iron. It reinforces and closes the morphing from one element to another. The steam was developed in Houdini, calculating the speed of the iron as it descends, assembled in Cinema 4D, and rendered with Redshift.
-
-
Big shout out for the whole team & Clim Studio for such a great opportunity.
-
-
CREDIT
Creative Direction: Clim Studio
Client: AMAZON
Client: AMAZON
Production: Janet Smith & Jack Alexandre
CG Modelling: Thomas Pommarelle
CG Design: Witold Markiewicz, Sergio Fuego, Nacho Velasco, Davide Pezza
CG Animation: Witold Markiewicz, Sergio Fuego, Marcus Bakke
2D Animation: Berta
Edit & Post: Berta
CG Modelling: Thomas Pommarelle
CG Design: Witold Markiewicz, Sergio Fuego, Nacho Velasco, Davide Pezza
CG Animation: Witold Markiewicz, Sergio Fuego, Marcus Bakke
2D Animation: Berta
Edit & Post: Berta
Sound: QB Sound
Thanks for watching!
