Category Archive: TV Content

  1. NSSF Friends With Benefits TV Show – Behind The Scenes

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    The Friends with Benefits TV Show features 20 contestants competing for 30 million Uganda shillings as they narrate their successes from utilizing pension benefits.

    An initiative of National Social Security Fund (NSSF), the show aims at educating the general public about a savings culture and better usage of the NSSF benefits.

    In collaboration with Fireworks Advertising, Media 256 and Quad A, Addmaya produced a TV commercial, Opening titles and supporting graphics kit for the show.

    Masthead

    Fireworks Advertising challenged Addmaya to refine the show logo for mass application. Based off the agency’s initial artistic direction, we restyled the logo giving it a beveled game-show look whilst maintaining its clarity across different distribution formats like TV, print and social media.

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    “Friends With Benefits has been as a result of teamwork and professionalism from all the players.  There has not been a show that has been produced to this level of excellence. It only means that there is a lot of quality work coming from Uganda. This is just the beginning. The sky is the limit. ~ Conrad Okello – Fireworks Advertising

    TV Commercial

    Museums take us where we’ve never been. Building on this idea, the TV commercial guides the audience through an exquisite museum showcasing highlights of the participants’ stories. The commercial evokes an emotional connection to the show’s premise – celebrating success.

    Crystal Newman and Gaetano Kagwa were filmed on a spacious green screen stage at Solo FX in Luzira. The green screen was carefully calibrated with tracking markers to enable replication of camera movements in 3D environments. The DOP on stage, Ekuka Isaac shot at 25fps and 50 fps giving us flexibility in post to achieve a nostalgic cinematic look.

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    In post, a photo-realistic 3D museum was modelled, textured and lit to match the artistic vision. The rendered museum was then comped with the tracked green screen footage.

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    Show Opening Titles

    The TV show opens on an emotionally captivating sequence featuring sculptures frozen in time. The titles extend the museum premise set in the TVC. Sculptures are often designed to celebrate people and offered a great artistic opportunity to explore.

    “The title sequence defines a lot about the show. What did we want the audience to feel when they watch the titles? Will the titles hook them? Will they inform them about what they are going to see?” – Peter Mukiibi, Creative Director, Addmaya

    The sculptures mirror some of the contestant stories shot by Media 256; from the man milking a cow, the woman carrying a basket of bananas on her head to the student holding a graduation cap.

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    To achieve the desired look for the sculptures, we challenged our 3D team to explore the latest advances in GPU-based rendering.

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    “GPU-based renderers offer great flexibility in look development and enable render times up to 10 times faster than traditional scan-line renderers. With a deadline of less than 2 weeks, we were able to pass out most shots to compositing in time” – Francis Matovu, 3D Artist, Addmaya

    A volumetric lighting approach was essential in pivoting the scenes around the sculptures and grounding the night-at-the-museum feel.

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    Hot off the success of scoring Media 256’s hit-show Discover Uganda, Quad A was invited to dictate the audio experience of the show. Quad A’s sound work on the titles is without doubt the other half of the experience.

    “Nigeria has a sound, South Africa has a sound. What is the Ugandan sound? That question inspired the composition of music for the show. We wanted the Ugandan sound to be heard. We combined the chromatic and pentatonic scales which are very signature to Uganda.” – Andrew Ahuura, Quad A Studios

    Show Support Elements

    Shot across the country, the show tells the story of each participant in punchy 3-5minute cuts. The Media 256 editing team challenged us to enhance the stories with additional illustrations for key story points where archive footage was not available.

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    “The style we chose gleans from a story-book look which easily synchronizes with the structure of the show.” – Arthur Nakkaka, Art Director, Addmaya

    Further, a lot of information is communicated in each episode, from names, locations to segments titles. Addmaya designed a branded graphics kit that includes transitions, name tags, voting tags, information cards and show breaks. The choice of colors and styling feeds off the NSSF brand guide.

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    Reaction

    Addmaya is proud to have been apart of this monumental production. It has provided a great opportunity for the studio to grow.

    “The quality delivered and level of collaboration on Friends with Benefits represents the growth of our industry. 10 years ago, this show would have been done by an international team, we credit NSSF Uganda and Fireworks Advertising for trusting local production houses” – Abou Denis, Producer, Addmaya

  2. How to Create a Digital CG Kitchen

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    The complexities of design are boundless yet achievable. We experienced this a couple of months back when we received a call from Hwan Sung with a job to create visual designs for their kitchen sets.

    In his words, the client said, “ I need something no other consumer brand in this category has done before.” Now when a client says something like that, you don’t throw a let’s-do-this party. It’s a buddy let’s think and think really hard moment.

    RealThe onsite classic and modern kitchen sets

    The category

    First things first. We started off by analyzing the furniture industry. From the research carried out, we discovered that there are a number of furniture manufacturers in the country. However, much as their visibility is not profound, the competition is nonetheless existent.

    The lingering question then was, how were we going to create something that would beat the competition?

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    Diving in

    What followed was a series of brainstorms amongst the designers.  In the end, we thought CG would be the best direction to communicate Hwan Sung’s range of kitchen furniture. The idea was unique, fresh and impressive. When presented to the client, he gave it a thumbs up and work commenced.

    I need something no other consumer brand in this category has done before.

    ~ Hwan Sung

    We undertook the process in three phases;

    1. Conceptualization

    The design concept was greatly based on the script. Thanks to MGS Video. As the character imagined her dream kitchen, we imagined alongside her and built the kitchen from her initial sketches.

    However, to present the right look, feel and ambience of the kitchens, we had to first visit the Hwan Sung premises to obtain pictures and precise measurements of kitchen sets and components.

    Feeding from the imaginations and keeping in mind the original prototypes, we had to visualize and replicate both, merging them into one complete piece.

    hwansung_kitchens.00_00_03_12.Still002Concept development from character’s imagination

    2. Recreating the kitchen

    With the concept ingrained in our minds, we set off to generate 3D computer designs of the kitchens. This was done in the conventional way.

    First, the kitchen sets were modeled with reference to the original sets. They were then textured and lit up to mimic the ambient feel of the real kitchen.

    Untitled-43D work flow

    3. Compositing

    At this stage, rendered kitchen sets from the previous stage were refined to create the final look. Extra effects, subtle glows and color grading supplemented the designed prototypes to make them appear like the showroom sets.

    It is also at this stage that the rendered sketch version of the kitchen and the fully textured version are interwoven, creating a harmonious flow.

    Sketches


    Showtime

    The room is set. The lights on your face and mic in your hands. In the Judge’s seat is the client. It’s showtime! At this point you want to expect anything. You prepare to get busted or applauded. But we are glad the latter happened in this case.

    You could say, the world around us is nothing but design. Luckily for designers, it is a pool of inspiration. Inspiration to make something memorable, functional and meaningful.

    We are therefore grateful to Hwan Sung for entrusting us with a job too great that challenged our creativity.