CALU  -  Pivotal Moments

Most of us look back at our time in university with true fondness. It’s a time of amazing achievement and pivotal moments when dreams turn from aspirations into reality and every second is shared with friends that we carry with us for the rest of our lives. This is the story of Journey and Built, a companion campaign for the California University of Pennsylvania.

LFC’s, Jerry van de Beek, breathes life into these moving paintings. The effect of the growing color palette, as it washes over the canvas to create vivid moments and fleeting glimpses of the university buildings and the students that make up the life-blood of the campus, is nothing less than stunning.

Effortlessly the camera sweeps us along, sometimes gently back to gradually orbit around the characters and at other times determinedly forward, echoing the storyline. This allows us to fully take in the pastoral scene laid before us and also to see the students going about their day. In both spots a gentle pullout transports us skyward over the rooftops of older and newer buildings, to lay the entire campus before us cradled in the crook of the river bend upon which the university sits.

Executed in an elegant painterly style these pieces are a kaleidoscope of beautiful imagery that recreates the textured and layered look of a traditional watercolor. Created using Autodesk Maya and Adobe After Effects with hand-drawn images, which are then painted. Composite, color correction and post, was handled in-house. Music - Big Science.

LFC's spots for the California University of Pennsylvania, Journey and Built are two more animation festival favorites. This CALU campaign also garnered Platinum Pixel Awards at the 2012 Pixies.