Golden Square Breathes Fresh Air On Airwick Campaign

Golden Square have created a line of rabbit characters for Reckitt Benkiser's Airwick Campaign.
The characters and set were developed in-house at Golden Square by Sean Elliot and Jasper Kidd who heads up Golden Square’s character development department.
The development team designed all of the elements in the film, from the toaster through to the carrot themed plants, and sets of family portraits adorning the walls of the house.
The team also prepared boards, shooting boards and fully timed animatics to ensure that as much of the work was approved in 2D as possible before beginning full 3D animation.
Once the characters and set design were approved, the entire family with their ten toddlers and two teenagers were modelled and rigged in Maya.
In parallel, Kidd continued to develop the animation, revising boards for the animation team to follow.
The process was a carried out over a three month period with the Agency approving shots and animation step by step.
By having the full animation supervision team in house – character design, character direction and animation direction in house - the subtleties that Jasper envisaged in the initial direction of Mr and Mrs Rabbit, were easily translated into the finished commercial. With Jasper’s complete understanding of how the 3D department operates, he could work seamlessly with the animation team, ensuring his direction was translated.
Earlier this year Golden Square Post Production launched Disqo, their innovative digital production operation, with the aim of offering creative and production expertise in the digital arena.
Golden Square have set up a facility in Shanghai with the Digital Agency Profero.
(DS/SP)