{"id":1373,"date":"2009-07-23T17:00:56","date_gmt":"2009-07-23T16:00:56","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=1373"},"modified":"2017-05-09T16:50:41","modified_gmt":"2017-05-09T15:50:41","slug":"visceral-virals","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=1373","title":{"rendered":"Visceral virals"},"content":{"rendered":"<p>Mainframe has created three online spots that bring a hard-hitting book to life by animating its controversial illustrations<!--more--><\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1392 lazyload\" title=\"TOMAS_STILL3\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/07\/TOMAS_STILL3.jpg?resize=600%2C338&#038;ssl=1\" alt=\"TOMAS_STILL3\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/07\/TOMAS_STILL3.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/07\/TOMAS_STILL3.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/>The virals, produced in a scratchy moody monochrome, were created to promote Tomas, a satirical novel by Ministry of Sound co-founder, James Palumbo, which aggressively challenges the moral corruption behind the present financial turmoil.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1393 lazyload\" title=\"TOMAS_STILL2\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/07\/TOMAS_STILL2.jpg?resize=600%2C338&#038;ssl=1\" alt=\"TOMAS_STILL2\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/07\/TOMAS_STILL2.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/07\/TOMAS_STILL2.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><\/p>\n<p>Mainframe worked with Ministry of Sound\u2019s brand innovation group, MSHK, to realise the virals. MSHK supplied single frame illustrations, crafted by Breed London\u2019s Neal Murren, as reference. Mainframe then had to turn each still into a one-minute animation.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1394 lazyload\" title=\"TOMAS_STILL4\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/07\/TOMAS_STILL4.jpg?resize=600%2C341&#038;ssl=1\" alt=\"TOMAS_STILL4\" width=\"600\" height=\"341\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/07\/TOMAS_STILL4.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/07\/TOMAS_STILL4.jpg?resize=520%2C296&amp;ssl=1 520w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/07\/TOMAS_STILL4.jpg?resize=598%2C340&amp;ssl=1 598w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/341;\" \/><\/p>\n<p>Mark Warrington, Mainframe\u2019s director and animator, addressed the challenge of turning one still into an on-the-move sequence by deconstructing each still into its component parts in order to create backgrounds and other elements that could be extended over a timeframe.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1380 lazyload\" title=\"TOMAS_STILL1\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/07\/TOMAS_STILL1.jpg?resize=600%2C338&#038;ssl=1\" alt=\"TOMAS_STILL1\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/07\/TOMAS_STILL1.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/07\/TOMAS_STILL1.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><\/p>\n<p>Warrington additionally created new backgrounds and elements, while staying true to the book\u2019s original illustration style and narrative, to make the final scenes more dramatic. In total, the project required just under three months of work using After Effects.<\/p>\n<p><a href=\"http:\/\/www.mainframe.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">See more by Mainframe<\/a> and view the virals at these links:<\/p>\n<p style=\"text-align: center;\">Champagne Jungle<br \/>\n<a href=\"\u2028\u2028http:\/\/www.mainframe.co.uk\/tomas\/Cocks_Away_WEB.mov\" target=\"_blank\" rel=\"noopener noreferrer\">Cocks Away<\/a><br \/>\nHank<\/p>\n<address><strong>Metadata<\/strong><\/address>\n<address>\u00a0<\/address>\n<address>Title: Tomas by James Palumbo<\/address>\n<address>Client:\u00a0 Ministry of Sound \/ <a href=\"http:\/\/www.ministryofsound.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">MSHK<\/a><\/address>\n<address>Launch Date: 10th July 2009<\/address>\n<address>Illustrator: Neal Murren @ <a href=\"http:\/\/www.breedlondon.com\" target=\"_blank\" rel=\"noopener noreferrer\">Breed London<\/a><\/address>\n<address>Mainframe Producers: Adam Jenns, Emma Phillips<\/address>\n<address>Mainframe Director: Mark Warrington<\/address>\n<address>Sound Design: SNK Media (Seb Juviler, Kayvan Moghaddassi)<\/address><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mainframe has created three online spots that bring a hard-hitting book to life by animating its controversial illustrations<\/p>\n","protected":false},"author":129,"featured_media":1392,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,7,50],"tags":[28,2940,103,2941,61],"class_list":["post-1373","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-exposure-news","category-inspiration","category-motion-graphics-projects","tag-after-effects","tag-animation-projects","tag-motion-control","tag-motion-graphics-projects","tag-stop-motion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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