Press: Last week Rynkeby premiered its new video ‘Monkey Dance’ featuring a dancing orangutan – since then the video has been watched by more than 700,000 people on YouTube and it has been shared over 100,000 times online. Now Rynkeby presents the story and technology behind the video.
In the new video we get a chance to go behind the scenes on Rynkeby’s current hit ‘Monkey Dance’. The video takes us through the ideation process and shows how Rynkeby together with renowned animation studio The Mill designed the monkey using the latest 3D technology – a design that would have you guessing and pondering whether the monkey was real or not.
At Rynkeby, the idea of using a 3D animated monkey and not a real orangutan ultimately came from the need to preserve animal welfare, and the urge to explore new opportunities: “[…] we strongly emphasized not using a real live orangutan in the spot, since it’s something we in no way can or will be associated with as a brand”, says Maria Schmidt, Marketing Director at Rynkeby.
The goal from the beginning was to create a video that looked simple, like something that was shot by chance in the jungle. However, making this happen was not even close to simple: “When I saw the sketches I knew that it wasn’t an easy job” says Director Stevan Treshow. The video was made in one single shot and the designers had to build the orangutan anatomically from the bones up.
“The technology is incredible and such a realistic digital orangutan has never been seen before. The overall thoroughness in the build up of the anatomic correct skeleton and its muscle system, enables the technology to replicate the orangutans natural movements”, says associate Professor Jeppe Revall Frisvad from The Technical University of Denmark. He elaborates, “The development of the 3D technology additionally creates a great alternative to using live animals in the production of commercial spots”.
The new technology uses an actor covered in small electrodes to record even the smallest movements. In the case of Rynkeby, it was possible to recreate the small details like the hair and skin’s light reflection, and further the veins and muscles. Every single factor plays a role in creating a truthful copy of the real orangutan Rynke.
How did the creatives do it...
Creative Credits:
Client: Rynkeby
Creative Agency: Nørgård Mikkelsen
Design/Animation Studio: The Mill
Director: Stevan Treshow
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