Animated Storyboards partners with COTY for launch of Katy Perry’s new fragrance line
Katy Perry’s new fragrance line from COTY, Killer Queen’s Royal Revolution, is hitting the internet hard with its new animated digital short, thanks to the creative direction and unique animation style from the Animated Storyboards (ASB) team. The video launched on Glamour, setting the tone for the unexpected, twisted, and downright awesome girl-power video. MTV News also picked it up soon after the launch showcasing it on their website, along with the Killer Queen herself, Katy Perry, via twitter, facebook, instagram, and more.
ASB handled the narrative development of COTY’s vision, along with all of the character and artwork design, animation, editing and audio. ASB’s production studio, situated in Bangkok, Thailand, is the workforce behind the scenes, housing over 150 in-house staff comprised of character developers, background creators, after effects artists, motion caption animators among others.
“Revolution with a fun twist” is the theme behind this animated digital short. Katy Perry epically frees brainwashed women prisoners by revolting against the norm and overpowering the evil ruler, all with the help of her new fragrance.
Chief Creative Director at ASB, Ezra Krausz, led the creative development of this uniquely challenging project. “COTY along with Katy Perry came to us in the beginning with an idea, and through conversations and storyboard drafts we were able to all agree on the direction and look of the piece. Collaboratively we decided on using our new 3D Illustrated animation style since it gave us the look and feel of 2D Illustration, with the benefits of using 3D motion capture for the fluid character and camera movements,” says Krausz.
Sandra Ornelas, Senior Global Marketing Manager at COTY, acted as the main collaborative partner between COTY and ASB. “I was looking for an animation company that would be easy to work with, flexible to work with as it pertains to feedback and timing and of course, creative. And without hesitation, ASB met my expectations and exceeded them in every regard”, says Ornelas. “Working with ASB was effortless and a great experience. They listened and that is key to a great experience and ultimately to a successfully executed project.”