Nokia Ovi Store 'Touch'

Framestore has created CG with the warmth and charm of stop-frame animation for a spot that promotes Nokia's Ovi app store. Directed for Wieden + Kennedy by RSA's Shynola, the ad sees a small set of cubes, each with app logos, quickly multiply into a collection of over a thousand. As they proliferate, their 'dance' to the perfectly synched beat gets more and more complex until they explode to fill the room. Framestore's 3D artist, Diarmid Harrison-Murray, developed a procedural animation pipeline to ease creative control while still giving the feeling that each cube was hand animated. Once the basic animation was approved, the team had to populate each cube with a different app logo, making sure there were no obvious logo repeats on the thousands of cubes.