Loco’s next cinema ad for Cineworld featured animated scenes from popular movie genres to advertise the Cineworld Unlimited membership. Tony incorporated motion-capture data to build five character-based scenes in which our hero, Mr. C. World finds himself thrust into the action. Running from zombies in an apocalyptic city, avoiding prizefighter punches in a boxing ring, evading capture with a helicopter in hot-pursuit, he lands safely in time for a romantic moment just before he revealed to be member of a cinema audience. Using the red accent colour from the Cineworld logo as a visual clue to the brand also enabled clever transitions between scenes, the red boxing gloves become a helicopter searchlight, then a sunset, a movie screen and finally the membership card.
Taking as a starting point the look of their poster and banner campaign, Loco’s Tony Lee recreated the 2D vector artwork into 3D models that would interact within a 3D world. This allowed for more dynamic and believable movements of the characters and objects as the camera followed the action through the various scenes. He designed the look and feel of the piece around a shader that gave the CG a graphic 2D-style in keeping with the new brand identity of My Cineworld.