Addiction produces animated MJ Cole promo

Addiction’s Lisa Lloyd has designed and directed a high-octane animated promo for MJ Cole’s new single 'Wonderin’ Why'.
The promo was created entirely in-house at Addiction, from initial concept to final delivery, using new graphic techniques to animate an adrenaline-fuelled car chase that races through cities, deserts and snowy mountain passes.
Lisa Lloyd, Addiction’s Director says: "After listening to the lyrics, it seemed that the story was one of unrequited love and that the race should be based on a love triangle, with MJ Cole in the middle.
“The main issue was to keep it interesting. As all the action would be taking place inside the cars, it was important to keep the sequence fresh,” she said.
Lisa used devices such as tunnels and shifts from day to night to create interesting transitions in the promotional animation.
Lisa explains: “The studio shoot was probably the most challenging and exciting part for me as we had approximately three minutes per shot, with one day to shoot all the performances in three sports cars. To cover the narrative I had a long and precise shot list and each car and performance had to be shot individually on blue screen in a white cyc Studio constantly manoeuvring the cars which was a little scary in such a tight space.
“It was a very ambitious project and Paul Tuersley used ground breaking techniques to achieve the look, nearly killing himself in the process."
Jeremy Rainbird, Addiction’s Head of Production said: "We are extremely proud of this project. Not only was it produced entirely in-house but Lisa has also created an astounding piece of work that has proved beyond doubt that she is one of the UK’s most exciting new creative directors."
Paul Tuersley (Animator) had already come up with a technique for using apparently 3D objects in After Effects (being primarily a compositing application, After Effects is unable to use 3D objects in the way a 3D package does). This job provided the perfect opportunity to test this technique for the first time. 3D models of each of the cars were bought then modified by Andy Guest (3D Designer).
Paul also worked with Jess Scott-Hunter (3D Designer) who designed and animated the loop-the-loop and tunnel sequences in 3D.
The animated promotion will be released in the UK on March 17.
(AMcE)