wildly dancing avatars and bead-clad bodies boogie down in this animated short film

wildly dancing avatars and bead-clad bodies boogie down in this animated short film

while these vibrantly animated characters appear to be costumed dancers at first glance, it soon becomes apparent that their anatomies are carefully crafted digital forms. colorful, marshmallow-like creatures breakdance, leafy figures gyrate, and bead-clad bodies boogie down before dissolving, disintegrating, and deforming throughout the course of the film.

colorful, marshmallow-like creatures break dance

method design, a motion & direction studio based in new york, was commissioned by production company RSA to create this year’s sponsor reel for the association of independent commercial producers (AICP). presented at the MoMA AICP awards ceremony — a celebration of global creativity within the fields of advertising and production — the short film forms an entertaining piece of design that embodies the innovative and prolific quality of the industry. each of the AICP sponsors is represented by a different dancing avatar, which playfully reference the visual effects used throughout production. motion capture, procedural animation and dynamic simulations combine to create a tableau of pop dance moves that explode with colorful confetti, fur, feathers, and string.

leafy-covered digital figures gyrate and dance 

the vibrantly animated characters appear to be costumed dancers at first glance

bead-clad bodies boogie down before dissolving in mid-air 

each of the AICP sponsors is represented by a different dancing avatar

the characterics are carefully crafted digital forms

the dancers reference the visual effects used throughout production

motion capture, procedural animation and dynamic simulations combine

capturing motion in the studio

project info: 

concept, design & direction: method design
production: method studios NY
director: rupert burton
creative director: jon noorlander
art director: johnny likens
lead houdini FX artist: tomas slancik
houdini FX artist: vraja parra
rigger: ohad bracha
producer: adrienne mitchell
motion capture: house of moves
client: RSA/AICP