The technical and artistic process for making the Giuliani “Trosyd Repair” TV campaign — conceived of and created by This is Ideal together with Proxima Milano — aimed to find a style that made the commercial stand out among other on-air campaigns, distinguishing it from its competitors. The end result of this effort led to the creation of a sort-of “Comic 2.0”.
The storytelling itself, in fact, is inspired by the linguistic style of classic, hand-drawn comics (with squares, balloons, and large supers), to which an innovative visual effect has been added thanks to specific processing steps and the addition of depth and three-dimensional movements.
In fact, once the style was defined together with our Creative Supervisor, each board was artfully drawn by hand thanks to Miguel Herranz (spanish illustrator) and replayed before being colorized. Then, our Motion Design department created a three-dimensional effect of the comic pages that were previously drawn in 2D.
Animations, color correction, SFX, music, and a virtual camera movement were then added to the pages of the comic, thanks to which the commercial’s message was ultimately transmitted to the target audience.
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Agency/This is ideal
Production Company/Sala Giochi
Managing director/Riccardo Giacobini
Direction and Treatment/Claudio Falconi
Executive Producer/Andrea Masera
Motion Graphic and Design/Darko Prolic