AICP Show Open 2015
Noir + White
© 2015

We pulled no punches on the 2015 Show Open for the Association of Independent Commercial Producers (AICP). The gritty piece screened at the Museum of Modern Art in New York City.

The animation’s aesthetic is simple, evoking chalk on a blackboard. An invisible hand scratches white lines across the frame, illustrating the creative struggle in a sometimes frustrating search for an idea. Sharp angles and jagged edges appear with increasing frenetic energy, until the picture is full of the artist’s attempts at a breakthrough. We see the AICP logo among the lines as the narrator delivers his parting shot: “The one who wins is the one who wants it the most".

Category Titles
Behind The Scenes
We built a custom light box for the shoot, which involved a heavy amount of experimentation. We tried a couple different techniques, the first was to draw individual lines, photograph them, and bring them into After Effects to animate. The second was more stop-motion, where we would draw, smudge, and sprinkle charcoal and take a picture after each gesture. Using charcoal and two pads of bristol, we were able to create each raw composition on paper, then assess how it translated to digital space. The result captures the creative struggle as much as it celebrates the craftsmanship of independent commercial production.