TVC Animatics Ideation

The animatics i planned will be based on the main idea of showing how CSL Blueberry changes your lifestyle to a more connected, fun and fresh one. The main idea will be a clashing of two distinct styles,

1) a reality like normal style of footage, shot using film camera, with the saturations toned down to imply boringness, dull, and will be the perfect contrast for the later part of the TVC.

2) the second part will be using computer generated images, more specifically cell-shaded style and using vibrant colours and with the use of metaphors in it.

So after finalizing the design, i began to plan down each frames for the animatics and the camera angles for each shot. I then drew the frames and coloured them using art markers.

Here is the marker-rendered panels

1)

Establishing shot of Kuala Lumpur city. Shows buildings and shops.

2)

Scene of urban area of Kuala Lumpur. People walking around, mostly teenagers and young adults.

3)

Panning shot showing sidewalk of cafe/mamak restaurant. Some people are walking around while some are relaxing

4)

Camera slowly closeup on two young adults having a friendly chit-chat while holding their phones

5)

Closeup shot on the Blueberry smartphone. The user is replying email while surfing the internet on the phone.

6)

A sudden transformation of the Blueberry smartphone. CSL logo appears on screen and blobs of colour appear.

7)

Colours start to spread out in swirling fashion. Shocked expression from the guy (young adult male)

8)

Change to a wider shot of the pavement next to the shop. Some parts of the pavement light up in squares.

9)

Closeup shot on the pavement, low perspective. Icons starts to show up on the lighted squares.

10)

Wide shot, shows the area rapidly changing into cartoon-like outlook. The squares lights began animating and connecting with other squares.

11)

Coloured blobs begin to expand and flow over onto the streets. Cartoonized version of people move in exeggerated ways, all rendered in cell-shading style.

12)

Without changing the shot, the camera revolves around 360 degree to show the surrounding area. A girl rides a scooter, waving at the camera, all rendered in cell-shading style.

13)

The first guy who was on roller blades appear again at the corner of the view and shows an 'OK!' gesture while grinning

14)

The camera then pans vertically to show the sky, which is filled with colourful objects floating around. A blimp flies around carrying a message "Berry Love"

15)

All the lighted tiles come together to form small cubes, with each sides displaying icons that shows functions and features of CSL Blueberry phone.

16)

Finally, the cubes merged together to create a rubic's cube cube-like box, each sides with icons of functionality. The cube then starts to rotate, implying flexibility.

17)

Cube rapidly rotates around and creates a blur of colours, Then the screen becomes brighter and lastly, full white foreground. Slowly, the logo and tagline fades in.

The final animatics: