Optimum Campaign— HunterGatherer was enlisted to create a new campaign for Optimum. The first wave of spots merge flat animation with live action. Colorful characters narrate while interacting with actors in real-world locations. HunterGatherer created, animated, and composited the characters and graphics and directed the live action shoot. We also designed and animated endtags for their greater toolkit.
Role: Concept development, art direction, character and storyboard design
Initial Optimum character exploration
R1 hero character: “Superheroine”
R1 hero character: “Viking”
R2 hero characters: “Magician” & “King Papi”
As a follow-up, HunterGatherer was commissioned to refresh the look, feel, and movement of Optimum’s fully animated world for a series of DRTV spots.
Role: Concept development, art direction, character and storyboard design, partial animation
Frames from our winter-sport themed DRTV spot “Slippery Slope”
Frames from our rock & roll themed DRTV spot “More Better”
Frames from our safari themed DRTV spot “Speed”
Frames from our future themed DRTV spot “Multi-Room DVR”
Frame from our racecar themed DRTV spot “Triple Play”
Circle themed design & motion pitch
“O” Endtag, still in use across current campaigns
For the last round of Optimum spots, HunterGatherer explored kinetic type. Some fun animation ensued for the “Wipeout” spot, where we follow a small ball (the Optimum period) from scene to scene.
Role: Art direction, design, partial animation
Frames from "Wipeout"