Caulfield Cup Carnival shows it’s more than a race day in animated TVC via The Faith Agency
A new animated TVC launched on the weekend celebrating Caulfield Cup as a major Melbourne sporting event. The campaign creative concept was developed by The Faith Agency, Melbournew with the tv production component produced by Popcorn Creative.
The tv execution uses animated stills in a cinematic style promoting free entry on opening race day, a free concert, the presence of Black Caviar and highlights the social benefits of Caulfield Cup as it kicks off the Spring Carnival season.
The Faith Agency approached Popcorn Creative to produce the animated stills TVC because they had a proven track record of delivering high end animation, with specific experience working with still images to simulate moving footage. The design challenge was to make the footage appear more than just super slow motion.
Says Popcorn creative director, Matthew Packwood: “We used a hyper-realistic look and feel to the animation with an emphasis on high quality, showing aspects from perspectives in places that traditional slow motion cameras would not have allowed us to achieve”.
Adds Craig Ford, creative director at The Faith Agency: “Popcorn has pushed the boundaries of what could be done with stills and brought the campaign to life”.
The TVC, the second to go to air in the same number of weeks produced by Popcorn, continues their presence in the high end animated TVC space. The boutique studio has traditionally worked in tv broadcast design but has since diversified their service offer into the world of advertising.
8 Comments
That is what has become of the VRC campaign??!
It’s 180 degrees from the classy B&W stuff Patts had been doing for years.
Sad, another client goes south of the ad boarder.
Ridiculously big music for a ridiculously small ad
Crappy puppetry. A good example when not to . . . These guys should not be in this forum. This is the sort of work you hide from.
pretty impressive music…. anyone know where it came from?
Why would they say it is more than a race day?
I own horses, race them and go along for the actual races. I thought the races is the core product and attraction.
What a odd strategy and position to play down the core reason.
Who goes to a league game to watch cheerleaders, hotdogs and a beer? You go for the league.
@ RIch Guy – Yes i love going to the races too – but try and count the percentage of people at the races on big race days that are actually there for the racing! The race day is about glamour, drinking and the view along with the horses – that’s just the way it is!
Interesting. I’ve always felt Caulfield Spring Racing product has been undercooked. This promotional piece touches on stong fashion market opportunity by way of first access to spring racing market, but I havn’t seen the product positioning on course to fully develop the opportunity to entrench Caulfield as the market leader it could be. I also believe a key element that has been missed in marketing the product is the role Caulfield plays in establishing Spring Racing betting markets for all the features. Again, I havn’t seen the on track product placement that fully capitalizes on this opportunity. With a one month carnival, I think Caulfield can grow significantly if its early scheduling advantages are fully exploited.
Mason – Builder of major erections