#0 Movistar dog facesBranding, Featured
#0 Movistar dog faces
What a challenge!! #0Movistar+ was determined to make into dogs the talents of the channel … yes into real dogs. Dogs that would be as diverse as the conductors and channel programs are, and who doesn’t like dogs.
To prepare our proposal and win the pitch, we needed a technical research in how to convert a person into a realistic dog and still be recognizable. Wasn’t easy, first we needed a dog that resemble the person for its face shape, size and expression, but also for its attitude. They are well known people who have a public image and was very important to match personalities also. As dogs and owners look alike, here we went further and made dogs and talents look very much alike.
Then best production option was to take pictures of each talent with different expressions and positions, to mix them with pictures of the chosen dog. Then a concept artist created the character with different expressions and next step animation.
The cross dog-person can get a bit creepy, so in animation we wanted to make clear that talents had morphed into some kind of cartoon characters. That is why we choose a puppet technique that reinforce their playful acting.
The dog faces, as we call them, are so powerful that we decided to avoid almost any other element in the image, they are the protagonists of the campaign and everything is based in their expression and acting. Was so fun to look at them that we focus in funny situations, instead of explaining big stories.
For bumpers and graphic package, we use mainly backgrounds #0 colors and small elements for dog actions. We also replicated some of the acting of the talents that all fans know so dogs became the real talents.
When dogs bark in Spanish they say “guau” which sounds very close to “wow”, so we also took this word game and make our dogs say “guau” and be “wow” … trust us, in Spanish its funny.
We created dog gang with dogs from different styles, sizes and breeds, they are all quite different and all lovely … in its own way. Very diverse, very wow and very much for everybody.
Project direction: María Borrás
Executive creative directors: Abel López and Pep Prior
Concept artist: Arturo Balseiro y Daniel Carrasco
Art direction and animation: Francesc de la Riba, Juan Lu Castro, Ricardo Marras, Aleix Pitarch, Roger Roca
Photography: Alberto Escudero
Production: Elena Labandeira