BANGKOK — With just one week before ADFEST 2015 kicks off in Pattaya, Thailand, ADFEST is pleased to unveil this year’s animation, created by Yggdrazil Group in collaboration with Sound Suite Studio.
Inspired by the graffiti-style logo of ADFEST 2015, Yggdrazil Group had the idea of creating an animation featuring red and blue Spray characters who symbolize the fight to break away from all mental blocks and overcome the obstacles that may be standing in the way of creative ideas.
“After learning of ADFEST’s theme, ‘Be Bad’, we brainstormed to figure out how best to present this abstract topic in a concrete manner, which was actually the most difficult task. We visualized the obstacles facing creatives into big keywords, and created two spray-paint figures trying to conquer those quests,” says Adam Abdullah, CG Supervisor and Phromsorn Sripleng, Senior Compositor at Yggdrazil Group.
“Graffiti art represents the concept of “thinking outside the box”, and also portrays the feeling of being rebellious. The spray-paint characters were imprisoned by the rules and the norm, but they finally broke-through and made a change. The actions and dynamic movement in the animation move the story forward with excitement.”
Yggdrazil Group then collaborated with Sound Suite Studio to create a soundtrack to accompany its animation. The music is edgy and raw, unlike anything ever composed for ADFEST before.
“The theme is ‘Be Bad’, so that gave us an edge to do something different – something outside the box. We wanted it to sound a little rough…a little daring, which I’m sure hasn’t been done before for ADFEST’s main theme song. It took us quite sometime tweaking and fine-tuning here and there, but we are very pleased with the result,” says Chawanet Asanasen, Managing Director at Sound Suite Studio.
“Working with Yggdrazil Group was a very smooth and pleasant experience. To be very honest we didn’t talk much, but we knew exactly what we needed to do after the first few briefs. So after bouncing a few ideas back and forth with each other, the actual creative process was very pleasant. It’s nice to have an alliance in pushing boundaries. It was one of my most pleasant personal working experiences, actually.”
The 2015 ADFEST animation will feature prominently next week at ADFEST, which runs from 19th – 21st March at the Royal Cliff Hotels Group in Pattaya, Thailand. The festival will feature 20 Speaker Sessions, the Young Lotus Workshop, two Lotus Award Presentations and countless other opportunities for networking with the region’s top creative professionals.
Yggdrazil Group was established in 2006, and has grown to 90 talented employees. Its mission is to be recognized as one of the leading visual effect industry forces in Bangkok, Thailand. Services include 3D modeling, VFX, and CG animation for the commercial and gaming industry.
Sound Suite Studio specialises in music scoring for TVCs and feature films. It has been operating for three years, and believes there are no limitations in music. The company has won several awards at Cannes, One Show and Spikes.
