Guardian

Flame @ GVFX

Agency: Adjust Your Set | Producer: Phil Noel

How to make flat artwork into an organically folding shiny piece of paper?

First up, the tracking markers did not adequately describe the way the page bent as it was turned. This meant a hand animation was the only option. It took a few iterations before the bumps and squirms were brought under control.

Second, I had to guess how the lighting would look. After testing several solutions, I solved this by inventing a swirling 2D shape and flashing it on the screen at the moment that a kink might have appeared (if a real page had been turned.) It does the trick. Of course, our graphic is not bending at all – it’s flat. But now you can’t help but be sold on the idea that it’s a shiny piece of paper, buckling as it turns.

The ad is as update-able as you like – just drop in new magazine covers as you go.