Every Pixel Counts at D&AD Next Awards

F/Nazca Saatchi & Saatchi have released a new series of stop motion animations as the centre-piece of this year’s “Every Pixel Counts” campaign, promoting the D&AD Next Awards. The Every Pixel Counts campaign spotlights the work of previous Next Award winners and the attention to detail of their creative process. Animations will be shared across all social channels over the coming weeks before entries close on 22 February. The animations were created using over 500 acrylic pieces, which were carefully lit and photographed frame by frame. It took seven days in the studio, more than 840 photos were taken, and for the animation and composition, each pixel in each frame of the film was individually separated, treated and coloured.

Every Pixel Counts - Pool

Production company Piloto talked about the animation process, “We created the motion scenes on the computer, trying to find graphic patterns in movement, and then repeated them manually on the animation table, forming a ballet of Pixels.”

Every Pixel Counts - D&AD Next Awards

Care for the smallest details is also evident in the choice of sound producer and voiceover for the animated campaign, Dru Barnes, a Grammy-nominated rapper, who immersed himself in the different texts before performing them. The six tracks were filmed in one day in New York with Brazilian musicians “Aldo the Band” providing the instrumental accompaniment.

The “behind the scenes” film brings all these elements together and an exclusive filmed interview with Rodrigo Castellari and Pedro Prado, creative directors at F/Nazca Saatchi & Saatchi, explains the creative thinking behind the campaign.

Every Pixel Counts Credits

The Every Pixel Counts campaign was developed at F/Nazca Saatchi & Saatchi, Sao Paulo, by general creative director Fabio Fernandes, creative directors Pedro Prado and Rodrigo Castellari, account managers Ricardo Forli and Thiago Iusim, RTV team Elucieli Nascimento, Fernanda Sousa, Rafael Paes, Renato Chabuh and Victor Alloza.

The films were produced at Piloto, Sao Paulo, by director/DOP Daniel Soro, director/art director and editor Alexandre Chalabi, editor Arthur Britto, stop motion animator Breno Licursi, animation and composition team Ricardo La Bella Simonetti, Rafael Meira, Monica Meira, Petterson André and Igor Romana, rotoscope artist Diego Ruiz, finisher Ed Andrade, executive producer Natalia Souza, production coordinators Suyan Mariotti and Caroline Souza, account managers/line producers Regina Knapp, Roberta Frederico, Ariane Esteves, Catia Nucci, post production coordinators Nayla Kols and Regina Mimi
, sound producer Evil Twin, maestros André Faria and Murilo Faria, documentary content director Ariel Danzinger (NY), account manager Juliana Tangary with voiceover by Dru Barnes.