Johannesburg-based multi-disciplinary and award-winning creative agency Monarchy
specialises in design-driven strategy, branding and live action.
Of the recent animation projects the agency has been involved with, ABC’s Dancing with
the Stars Season 16 stands out, says creative director and co-owner Nicci Hattingh.
“First we were involved in a pitching process where the main directive from the client was
that the show needed a new, sexy approach to modernise and rejuvenate the slightly
dated air that started to surround Dancing with the Stars, as it has been such a
successful programme for so many seasons,’ comments Hattingh.
“They picked the favourite concept we were hoping they would go for. After that we
could start boarding up the final with some great suggestions from ABC, which we
included,’ she says.
The concept for the new approach was “Industrial Glamour’. “I drew on inspiration from
modern architecture such as the Disney Concert Hall, haute couture fashion shows
(specifically Alexander McQueen’s Women’s Autumn / Winter 2012 Show) and the
construction of the runways with all their beautiful floodlight structures,’ remarks
Hattingh.
She continues, “This was then transformed into our own unique architectural
construction that would house the faces of the celebrities when they are announced in
the first spot. It would be an actual real set built for a shoot with choreographed
dancers, together with Pitbull performing Feel this Moment for the big tease-and-launch
campaign as well as various templates to run throughout the show itself.’
Once it was decided that the team had landed the project, everything was completed
within three weeks. The shoot in Los Angeles was wrapped up over two days and the
first spots were aired shortly after that.
Says Hattingh: “Amazingly, the first spot aired during prime time viewing of the live
broadcast of the Academy Awards event, so that was quite a surprise.
“The opening night of Dancing with the Stars Season 16 was the biggest grossing with
the highest audience ratings in the whole of America that evening. It’s always great to
get this kind of feedback and realise that we must have done something right. When
our clients get good feedback, we are very happy.’
Hattingh was creative director and main creative for the project with Delarey Hattingh as
director. Pascal Martin was one of the senior 3D animators and Renzo Rader a senior
compositor.
“A small and tight team was exactly what this project needed as the deliverables weren’t
vast. We worked closely with One World productions in Los Angeles where they turned
around the set on that side in a day before we flew over,’ adds Hattingh.
The project was completed on Monarchy’s computers and Wacom tablets (both Mac and
PC), 3D Studio Max, After Effects, Photoshop and Illustrator.
Other exciting projects that Monarchy has worked on over the years are The Billboard
Music Awards (also for ABC), DStv’s rebrand with the hypercube and a character
animation for MTN’s Perfect 10.
The most exciting aspect of working in the field of animation? “That absolutely anything
that you can conceive is possible! Pair this with a client who has the same vision and
you’re unstoppable,’ concludes Hattingh.
