We’re Different Because You’re Different
To launch a brand that’s different from the herd requires an equally unique brand mascot. Enter Annie the sheep for Cox Mobile – a headstrong, yet lovable, free spirit who is destined to follow her own path.
Airing during the Super Bowl LVII pregame show, Annie’s adventures are aptly set to the tune of Queen’s ‘I Want to Break Free’ as she ventures through town on the hunt for new experiences.
Working closely with creative agency FCB Chicago and celebrated director Daniel Kleinman, Framestore was responsible for on-set shoot supervision, creation of the hero character (complete with her lightning bolt tattoo) and background sheep, compositing of the characters into each scene, environmental matte paintings, and final cleanup.
In a project that usually requires twice the allotted time frame, a team of creature FX specialists animated over 40 individual sheep across the campaign using Maya, Houdini, as well as proprietary grooming and creature FX tools that factor in skeletal and muscle layers to build the characters.
“Seeing Annie come to life across such a large campaign for Cox Mobile has been incredible,” said Jordan Carroll, VFX Supervisor at Framestore. “Given the time constraints, technical challenges and effort to push the bar, we are incredibly proud of the work the team put in to bring the animal to life.”
Final color grade was completed by colorist Simon Bourne of Company 3.