Happy Hour At Simon Mall

Happy Hour Ent. teamed with advertising agency Publicis Mid-America to produce four 15-second regional spots for Indianapolis-based Simon Mall.

The commercials involve a paper gift certificate that folds and transforms itself into a shirt, a purse, a nutcracker and a rocking horse. charged with creating the CG animation and developing the story, Happy Hour was faced the challenge of maintaining a photoreal quality in order to match the clean and simple design of Simon Mall’s current print campaign.

"The concept for the spots was very lyrical and sound driven," says Tracy Prescott-MacGregor, Happy Hour’s Creative Director on the project. "Since the spots had no dialog, we used animation to enhance that tempo and really propel the storyline."

Happy Hour’s team used LightWave to model and surface the characters, and Shadow Designer to match the lighting of the print campaign and give additional depth to the CG sets.

Portland sound and music designer Jamie Haggerty of Stray Voltage was called in to create tracks that both complimented the storyline and motivated the creation of the animation.

Happy Hour Ent. completed the campaign in just six weeks to meet the tight advertising timeline.

Credits:

Agency: Publicis Mid-America

Creative Director: Pam Linsley

Producer: Janice Glassford

Happy Hour Team

Exec. Producer: Erik Vignau

Creative Director: Steve Bailey

Director: Tracy Prescott Macgregor

Lead Artist: Jake Carvey

Technical Director: Richard Foster

Animator: Tom Sorem

Sound Design

Stray Voltage — Jamie Haggerty