Responses by Hue&Cry
Background: Scheduled for release in 2019, Into the Flame is an upcoming internal short film that will give Hue&Cry an opportunity to explore some new techniques and approaches to storytelling without the usual client constraints. Our studio has built an award-winning portfolio over the years, creating fun projects for amazing brands like Oreo, Tic Tac, Chips Ahoy! and the Stoli Group. We saw this short as a way to create something sophisticated, aimed at a more mature audience.
Reasoning: We wanted to avoid the cheese that can sometimes plague animated shorts, so we tried to steer clear of expected characters and simplistic plot resolutions. By putting more faith in the viewer, we freed ourselves up to use animation to create poetic vignettes that, together, paint a picture that can be interpreted in different ways.
Challenges: Finding time in between client work to make it happen. Luckily for the project, we had a slow summer, which helped. But, more than anything, it was the late night and weekend work that made the difference.
Favorite details: The subtle character performances and quality of the animation because it’s something that is core to who we are at Hue&Cry.
Time constraints: Because there was no set deadline, it was up to us to make one to keep the project on track. Without that self-imposed date, we might still be working on the trailer to this day.
Anything new: We learned so much on this project. One thing that stands out is the texturing solution we developed, which allowed us to achieve both the film and the trailer’s unique look.