Mixing old school animation with more modern technique, Rushes MGFX Studio created a cute and refreshing sequence for the NHS Health Visitors recruitment campaign.
Louisa at Draft, along with creatives James White and Henry Finnegan, wanted the piece to feel very childlike and simple, as if drawn by the main protagonist himself.
Rushes Brad Le Riche comments “I had to decide early on whether I could get the feel the guys were after solely in the digital world or whether I would need to physically generate elements. I turned to an old friend – Photoshop. First we created a crayon like brush, then we broke down each character into arms, legs, torso, etc., so that we essentially ended up with four fully animatable maquettes.”
Designer Guy Hancock says “Element creation was pretty straight forward, but when we got to animating there were a few hurdles to jump before it looked right, mainly trying to steer away as much as possible from simple linear moves in After Effects, which for the most part meant going back to classical frame by frame drawing in Photoshop. I think that’s what really makes the difference; keyframing elements in After Effects looked too smooth and digital, particularly for the big animations like the arm cradle and sea transitions.”
It goes to show, that while digital animations definitely do save you time, you need to revert back to classical methods sometimes to get the right look. Spending the extra time to do it properly has ended in a result we are all really happy with.