BEATS BY DRE – ‘ THE PILLS’
2013 – COMMERCIAL
|• CHARACTER DESIGN
• STORYBOARDS – Nicki Minaj TVC
• ART DIRECTION – Nicki Minaj TVC
Framestore directed, produced and animated the spot, which was written by R/GA with Neal Brennan (co-creator of Chappelle’s Show) and a little bit of help from our directors. It debuted during American Idol 2013 on Fox, kicking off a huge campaign for Dr. Dre’s powerful, compact wireless speaker.
Before the shoot there was a lot of discussion of how to characterise the Pill. “The agency wanted it to be funny, that was the big thing” explains Chris “There was a lot of debate, for us as well, about how to bring the Pill to life, how real it needed to be – is it a little human? Is it a toy?”
The designs were finalised at Framestore, with Ian Spendloff and the team working hard to perfect the character right up to the shoot. “When it came to it and we animated it there were very few comments, the agency was really happy with it and could see that our design worked.”.
NICKI MINAJ COMMERCIAL
• Client: Beats by Dre
• Agency: RGA
• Director: Chris Waitt/Henry Trotter
• Animation/ Post Production: Framestore