Credits:
Animated “INFRO” V-smart in spot for Milo B-smart via Singleton Ogilvy & Mather Sydney.
Milo B-Smart’s TVC opens with a boy arriving at school on his bike who upon removing his helmet reveals his skilfully animated “INFRO” (“info-afro”). Focus then shifts to a classroom where we see a mathematical equation in formation from the blackboard entering the boy’s INFRO. The hero is then depicted in various situations where we see his INFRO change and evolve, becoming an abstract visualisation of the child’s mind at work. The spot expertly balances live action with stylish animation, no easy challenge for any director to overcome. This spot geniously utilises complicated design elements and unique CG animation to depict the INFROs, making them appear alive with information. Oates manages to depict them as complex and intricate, whilst simultaneously easy to ‘read’, not in a literal sense, but as an object the audience understands from the beginning. The TVC was shot with the actors wearing skullcaps created as CG graphics as ‘hair’ – a complex process that required Oates to call on his extensive VFX and creative experience whilst working in collaboration with VFX department headed by Clinton Downs at The Lab.
Product: Milo B Smart
Agency: Singleton, Ogilvy & Mather Sydney
Creative Director: RAJ RABINDRANATH
Creative Director: BORIS GARELJA
Art Director: Liam Hillier
Copywriter: Dominic McCormack
Agency Producer: LISA RISTUCCIA
Executive Producer: Jonathan Samway
Producer: Suzanne Mallos
Director: Dael Oates
Production Company: Prodigy
Country: Australia
