DMG creates forty winks in thirty seconds

Auckland based animation and motion graphics studio The Dept. of Motion Graphics  has taken the wraps off its latest animation project for NZ bed manufacturer and retailer Sleepyhead Beds.

Five weeks in production, the 30″ TV commercial launches Sleepyhead’s new luxury Sanctuary range of beds, and takes the viewer off on a surreal journey through a dream landscape filled with lush flora, magical waterfalls, and exotic creatures. DMG employed a wide variety of 2D and 3D techniques combined with photography and live action elements to create the Sanctuary world.

The spot was written by Andrew Mitchell of Magnet Advertising and artdirected by Lorenz Perry of Splinter Group. Direction, animation anddesign was by DMG’s Linds Redding and Dan Short. The soundtrack wascreated by Jon Cooper of Liquid Studios.

View the full case study of the production, including detailed text, illustrations and production stills.