CCSP

Creative Club of São Paulo Festival “Anger”

We’ve all heard that popular expression about creativity. You know, the one that goes “it’s 1% inspiration and 99% perspiration”. What nobody tells you is that, at least in the advertising world, there’s a third ingredient that makes up a huge part of that mix: anger. Pure, seething anger.

Anger is what all creatives feel as they labor over an idea and a co-worker comes along to deal out unrequested, usually dismissive, opinions; or when a superior brings bad news about the project or presents you with some insane demand. It’s an unavoidable part of the job, unfortunately, but it’s possible to channel it into that extra drive to create the perfect piece – one that might in turn make other creatives feel angry for not coming up with that idea first.

This feeling is the motif behind the new film produced by Lobo for the 2019 Creative Club of São Paulo Festival. It starts with just an ordinary person’s head on a dark background, but then the VO launches a barrage of phrases that are dreaded by everyone in the industry, such as “it’s been done”; “cut the copy by 50%”, “client called yesterday and cancelled it”; and many more. Each of those verbal blows causes the head to distort, twist and warp in the craziest ways, representing the surges of rage the creative feels upon hearing them.

This series of mutations were created using a wide variety of techniques, from hyperreal CG to traditional 2D animation to point cloud simulations and so on, involving a large group of artists that contributed their singular talents to bring forth a chaotic, disturbing and thoroughly exhilarating visual experience.

Stills & Concept Art

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Credits

Agency
FCB Brasil
Director
Altons
Executive Producer
Alberto Lopes, Sergio Salles
Director of Photography
Luas René
Producer Coordinator
Clara Morelli, Rosangela Gomes
Producer
Eduardo Silva, Ricardo Vaz
Client Management
Marcia Guimarães, Rafael Costa
Assistant Coordinator
Raphael Vinicius
Director of 2D Animation
Romulo Oliveira
CG Supervisor
Alceu Batistão, Danilo Enoqui
Illustrator
Henrique Lobato
Composition
Carlos Campos, Gassan Abdouni, Rodigo Vec
Simulation/Houdini
Fabio Shigemura, Bruno Macedo, Alexandre Yamamoto, Luiz Duarte, Felipe Marceu
3D Animation
Alceu Batistão, Marcio Nicolosi, Fabio Shigemura, Danilo Enoqui, Marcel Fukuwara, Rudi Gudi, Rafael Tomazzi, Alexandre Agostini, Thiago Peretto
2D Animation
Chan Tong, Pedro Jones, Anderson Omori
Modeling
Guto Sposito
Rigging
Leo Candaval, Henrique Ribeiro
Render
Alceu Batistão, Igor Colaicovo, Danilo Enoqui, Bruno Macedo, Luiz Benassi, Marcel Fukuwara, Rudi Gudi, Rafael Tomazzi, Alexandre Agostini, Thiago Peretto
Look Dev
Bruno Macedo, Luiz Benassi, Igor Colaicovo, Rafael Tomazzi, Alexandre Agostini, Thiago Peretto
Composition
Diogo Girondi, José Ambrosio
After Effects
Julio Saez Moreno, Lilian Doring