Graphic Design

Unbox Yourself

P.T. 7.7 J.M. 7 V.M.H. 9 M.S. 8 Creative 7.9 P.T. 7.4 J.M. 6 V.M.H. 9 M.S. 7 Design 7.4 P.T. 8 J.M. 8.5 V.M.H. 9 M.S. 9 Craft 8.6 P.T. 7.7 J.M. 7.2 V.M.H. 9 M.S. 8 Total 8
Creative agency Goodstein teamed up with Zihua Creative to create this fully 3D printed commercial using traditional stop motion for their new Chinese Online learning platform for creative professionals.
The Concept

The concept of the commercial is to illustrates how creatives must break out of their boxes to be able to innovate. They captured this by creating a boxhead rigid character. The team also wanted to show how technology is driving a change in the creative industries which led them to choose the more "traditional" stop motion animation and combine it with the new innovative 3D printing.

Character represents the creative stuck in the box and, so artist Zeijan Shen designed the character “Boxman”; appropriately formed with a box for a head.
Shen had to create an intricate storyboard so the pre-production portion was carefully planned out. This enabled printing and post production to be more organized due to the hundreds of figurines.
The sketch artist wanted the design of the clothing to be rigid and boxy so she based the design on the Chinese Tunic Suit.
Because the sketches were going to be turned into a 3D model, the sketch artist had to create multiple illustrations from all sides.
Shen cleaned up her pencil/ink sketches in Photoshop and then sent them to the 3D modeller.
The Production

It took 10 artists a total of 19 weeks to complete the entire project. This included 240 hours of printing the 540 figurines.

After storyboarding came the pre-vis to see the timing, how long the film would be and how long each shot would take.
An important part of the animation was to have a good 3D model and a good rig before printing. The rigger created the underlying skeleton using Maya.
After the rigging skeleton, the 3D modeller used forward kinematic and inverse kinematic to move parts around.
Program 3ds Max was used to convert the Maya animation images into images that could be sent to the printer utility. These images were then used to 3D print figurines using a program called "UP!".
Every frame of the animation needs to be printed in 3D. It takes 2-3 hours to print each image.
The team had a total of eleven printers. It took them 12 days of printing, 240 hours.
Each individual print needed its own specific printer settings due to the support structures of the figures. They were marked with a "scene number" and "camera number" so as not to get the 540 figures mixed up.
The staff had to carefully remove the support structures that were printed with each structure.
Every single frame is placed on a grid and shot.
It takes 3 minutes per shot, and there were 540 different models to shoot.

The final product captures what "Unbox Yourself" is all about by seamlessly fusing traditional stop motion animation with cutting-edge 3D printing technology.

Making of Video
Zihua Creative
Goodstein Agency
Georg Warga Director
ideaRP 3D Printing
Sharon Yuan VFX Producer Jan Heinze Executive Producer Aslan Malik Art Director Nelson Quan Stop Motion DOP
Robbie Reid Animator
He Tian Animator
Yuntao Gao Animator
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