LFC Breathes Life into a Moving Painting for CALU Superbowl Spot

Blue sketches appear on a painted canvas. The spokes of a bicycle wheel spin. Singular watercolor images emerge from the framework of an underpainting – that gives way to richly textured architecture and foliage. A student rides forward weaving a tapestry of imagery as the campus of the California University of Pennsylvania reveals itself before his wheels. Ever advancing buildings grow from the imagined to the constructed.

This is the story of Built, a 30-second spot, the second in a continuing integrated campaign of broadcast TV, web, print and radio crafted for the CALU by Pittsburgh agency, Dymun + Company.

Built, like it’s companion piece, Journey, is a veritable kaleidoscope of images beautifully layered together. 2D and 3D animation are combined with hand drawn imagery to recreate the textured and layered look of a traditional watercolor painting. In a spectacular display of animating genius, LFC’s Jerry van de Beek, breathes life into this moving painting.

In Built the camera moves forward with the main character creating the campus as he rides towards the new Convocation Center which makes it’s debut in October 2011. The effect of the growing color palette, as it washes over the canvas to create vivid moments and fleeting glimpses of the campus, is nothing less than stunning. Once more a gentle pullout transports us skyward, like a serenely gliding plane, over the rooftops of new and older buildings to lay the entire campus before us and cradle us in the crook of the river bend.

The campus, characters and shaders were created in Maya. The animation created in multiple layers and finessed using After Effects. Compositing, color correction and post was handled in-house at Little Fluffy Clouds. Built, airs on the east coast from January 2011 including Super Bowl XLV.