04.13.09

Georgia-Pacific "Tornado" Web video

Online Ads, Consumer

How do you make something as dry as, well, drywall, dangerously thrilling? That was the problem facing the creative team at Charlotte, North Carolina-based LKM when they began looking for a way to dramatize, in Web video format, Georgia-Pacific’s paperless drywall, a mold and moisture resistant product. Sometimes, brand story is serendipity: One case study centered around an Atlanta race track hit by an F2 tornado; Georgia-Pacific’s paperless drywall was instrumental in determining whether or not a subsequent race would be held. The story is told in memorable graphic fashion, with an on-screen typography tornado.
 
Visual effects partner Optix developed a custom built dynamic particle system in Maya to produce the spinning tornado, with additional particle systems in 3ds Max to produce flying text and rain. Compositing was completed in Shake and Fusion with additional motion graphics produced in After Effects.

Shawn Perritt, art director; Steve Lasch, writer; Jim Mountjoy, creative director; Optix, animation; Sarah Peter, agency producer.

www.lkmads.comwww.buildpaperless.com