Thornberg & Forester Animates IBM's Cognitive Cooking
Thornberg & Forester filmed a trio of food-centric spots for IBM's cognitive computing technology, which simulates the human thought process and will soon "be cooking up new ideas for designers, developers, marketers ... everyone," according to a voiceover.
"IBM wanted to showcase the technology by bringing it to life in a graphic form, using the example of chefs and how they find their ingredients," explained T&F head of production Javier Gonzalez. "The client wanted a stop-motion feel and had specific aesthetic ideas. We designed each scene and storyboarded all three films; we then photographed hundreds of individual food items and setups." To meet the tight deadline, Gonzalez and his team decided to take those photos and "create a style of animation that mimicked a in-camera, stop-motion effect," and still incorporated organic live-play and shadows.
He added that the animating went smoothly – thanks, in part, to music references provided by the agency, "so we started with a feel and a pace in mind" – and called the videos "one of those projects that I was really happy to work on."