After the good reception of the previous year's campaign with Magoz. JWT Spain commissioned us to carry out the "Sleep one more hour" campaign based on the few hours we use to sleep in Spain. The challenge was to evolve the visual language without losing the essence of the previous year, only six colors and minimalist style.
The narrative line is based on the problems derived from lack of sleep in the heart, brain and being overweight. Xoana Herrera's illustrations had a lot of conceptual load with a soft and minimalist style with an incredible use of light.
This project has a very fluid and smooth narrative, full of visual metaphors about health and sleep. We create these visual images based on the lyrics of the song. The transitions between the scenes were carefully designed to keep the rhythm of the melody integrating techniques such as 2D and 3D cameras.
In addition to the main campaign, we produced several follow ups for the campaign. Like this where we play with the idea of moving forward the time to go to bed and go to sleep:
DIRECTED BY:
C O P P E L
C O P P E L
Pablo Coppel ___ Direction
Nuria Grajal ___Production
ILUSTRATIONS
Xoana Herrera
Xoana Herrera
AGENCY
Nacho Rojo & Nacho Herraz___Creative Directors
Pablo García & Lupe___Production
ANIMATION
Animation Lead___Carlos Albarrán
Character Animation___Asís Merino, Raul Echegaray,
Character Animation___Asís Merino, Raul Echegaray,
Alberto Sanchez, Javier Ara, Ruben Animator.
3D Animation & Compositing:
Carlos Albarrán, Sergio Tomasa, Nacho Esteban.
Music
OEO Music, Pablo Parser___Music, Victor Pérez___Lyrics
Singer___Éclaire
Singer___Éclaire
Thanks for____Watching
