如何在两周时间内创作获奖的二维动画 How to Create Award-Winning 2D In 2 Weeks
Le Cube’s 2017 World Car Free Day animated spot for McDonald’s is not only a slick combination of illustration styles, but an example of what can be achieved in a remarkably short timeframe if you work with savvy producers.
With just two weeks to produce 40-seconds of 2D cell animation, Le Cube delivered on time and beyond expectation, scooping a coveted Motionographer Motion Award and various other accolades for their efforts.
He said, “Dude, I have this project for McDonald’s, but it’s complicated. It’s for World Car Free Day in just over two weeks. It wasn’t supposed to happen and nobody here knows about it besides the account manager, but the client is expecting an animation. Can you help?”
I said, “Sorry dude, it’s impossible. We only do amazing work and I cannot do something amazing in that time, so, sorry.”
But, you know, that week I had watched the Rick and Morty “Exquisite Corpse” [a trailer for the third season of Rick & Morty on Adult Swim, in which 22 different artists animate 22 consecutive scenes, each in their own unique style]. I loved it, and I was pissed because we weren’t involved, haha. They created an animatic, then divided it among different artists - none of them knew what style the others were doing - then put all the parts together. I thought the approach could work for McDonald’s.
I called Ralph [Le Cube creative director and Gus’ brother] in Buenos Aires and we had a fight for an hour-and-a-half because he didn’t think there was enough time to do something great. The producers in the office were pretty scared listening to our yelling apparently, but we’re brothers, so it’s ok. After an hour we decided not to do it and hung up. Then 15-minutes later Ralph called back and said, "Let’s do it, it’s possible".
I went to the client and explained that the only way was to tell a simple story, with a fixed camera, with several transport methods in different styles passing by the Drive Thru window. The budget was not huge so we asked for as much creative freedom as possible.
We decided to work with both in-house and external artists - either animators, or illustrators that we would team up with an animator. We made a shortlist of 16 and McDonald’s selected 12. The unicorn had to be Le Cube, directed by Ralph.
Most of the others are friends, some who had already worked with us as freelancers. We often use Latin artists because we like to showcase that unique style and storytelling sensibility. We also used it as a chance to test some promising young talents we’d been watching.
McDonald’s created a guideline for the story, then Le Cube created an animatic:
The first time I saw it, I asked to put “Blister in the Sun” [by Violent Femmes] as the soundtrack. It just felt like the right song. Later we actually delivered another track but the client asked to come back to the animatic reference, so in the end the music was very similar.
当我第一次观看样片的时候，我就要求将《Blister in the Sun》（Violent Femmes的单曲）作为背景音乐。我觉得这就是最合适的歌了。后来其实我们使用的是另一首歌，但客户要求还是换回样片的音轨，所以到了最后音乐是很相似的。
We allocated each scene in the animatic to different artists then put them to work. After one week, each had their individual piece done. We delivered on time, it turned out to be the best part of the whole campaign and Alarcon (DDB CD) and his team was super happy. I think of it every time I make pumpkin soup. ”