By Jack Lai

1
ERGoNoMix
By Jack Lai
2
Project Overview

• Identity always plays a major role in creating an
  effective commercial. Today, an effective
  commercial is not just showing the function of
  the product, its about the lifestyle the product
  will offer to the viewer. Through the medium of
  motion graphics and 3D animation, the identity of
  the ERGoNoMix mechanical pencil will be presented
  in a cutting edge style. The commercials will
  highlight how precise and comfortable the
  mechanical pencil is. There will be three
  commercials with three different concepts to
  appeal to a variety of individuals. The first
  commercials concept is writing imagination
  using the visual device of the fighter jet.

3
Why Advertising?

• Think beside Technical Part
• Concept/Identity
• Identity of the product is not necessary have to
  be related to the products functionality.

4
and Why Advertising a Mechanical Pencil?

• The complexity of a mechanical pencil
• There havent have a lot of commercial of
  mechanical pencil
• Even something this ordinary can be sold simply
  by its identity
• I am obsessed with mechanical pencil
• I want to challenge myself not just on the part
  of make this advertising commercial, but as well
  make it works toward to the viewer

5
Glorification
Campaign Identity

• Glorify this mechanical pencil.make it God of
  Pencil
• Ability to be able to draw just by using this
  pencil

• Example of Glorification
• -Gillette Razor
• The idea of making people to buy more even they
  are not necessary need more
• Glorifying the razor
• It looks cool and sexy
• Youtube Link
• -Axe Body Spray
• Connection of girls and the body spray
• Youtube Link

6
Characteristic Back Story

• A little narrative story behind the product
  itself
• Possibly of having a camera going inside of the
  mechanical pencil. Having a view of inside out.
  Using the strength of 3D to show what cant be
  seen in the real life

• Example of Characteristic
• -Coca Cola Happiness Factory
• A process of showing the process of making a coke
  from a typical vending machine
• Fantasy story but still link back to the real
  life at the end
• Youtube Link

7
Pentel EROGoNoMix

• Urban Design of Mechanical Pencil
• 4th Pressure Point Perspective
• Design to be comfort
• Stylize look of the pencil

8
1st Commercial Concept

• Writing Imagination using
• visual Device of F-22 Fighter Jet
• Products Tagline Let Your
• Imagination Fly
• Using the Fighter Jet to
• Highlight Precise and
• Comfortable

9
Storyboard
10
Character
The F-22 Fighter Jet
The Hand
The Mechanical Pencil
11
Precedent/Research
Saab Born From A Jet
Stealth (2005)
Top Gun (1986)
12
3D Animatic
13
Goal of Rest of Semester
Production List

• Finalize 1st commercial
• -Adding detail to the model
• -Sounds
• -Lighting/Rendering
• -Compositing
• Storyboard the 2nd commercial
• -Character
• -Environment
• -Sounds
• -Camera