Umaga
Storyboard + Art Direction + Illustration
"Umaga," a Filipino word that translates to "morning," is a commercial that reflects friendships in quarantine - a group of girls cheer up a lonely friend while being stuck in lockdown. The spot - combining live action with animated backgrounds - communicates brand solidarity in the time of a pandemic.
Project Background
Lockdown Content
I was approached by Choco Mucho's team during the production stage to make director storyboards. Eventually, I was asked to take on the final background illustrations and other graphic-design assets as well.
During the start of the pandemic, brands collectively communicated their solidarity with the ongoing lockdown by posting uplifting messages of togetherness. For this spot, the brand wanted to make use of their ambassadors - actress Yassi Pressman and the Choco Mucho volleyball team - to promote staying safely at home.
The Process
For this project, I mostly worked directly with the director, JT Pandy.
It was a fun & very collaborative process.
Here's how everything went down!
Thumbnailing
Rough Storyboards
via Zoom
Since the production took place during the lockdown, briefs were conducted via Zoom call.
I sketched live thumbnails while being briefed.
Photos Below: Our one-hour thumbnail session where we mapped out story sequence, concept, and camera angles.
Storyboarding
Refining
The Storyboard
I then refined the thumbnails into final, colored storyboards. Composition was vital to guide the production team once they shoot for live video.
Since the video was intended for an exclusive social-media release, I storyboarded in square dimensions to match the final output.
Art Direction
Setting The Look
When I was pulled in, the art direction was pretty much set. The director specified a homy, cozy bedroom that is inspired by lo-fi artwork. For the color palette, we wanted to start with cooler tones (blues & purples) and slowly transition to warmer ones (yellows & oranges.)
In doing the final backgrounds, it was key to layout the whole room first to not make any continuity mistakes in the placement of the objects.This part was the most fun to do since it felt like I was decorating a room/playing Sims, lol.
Execution
I illustrated the entire background (including the live-action items) so that the production team had options to play with during composition.
Final Output
The final output turned out great and it was a great exercise on backgrounds, composition, and story sequence.
It was well-received by the client & everyone on board.
Illustrator & Storyboard Artist: Mariel Empit
Agency: C. Roa Reinvented Marketing Services
Creative Director & Copywriter: Karen Ferry Fernandez
Director: JT Pandy
Producer: Guilbert Gilles George
DOP: Munchie Redoble
PD: Aida Concepcion
LP: Denise Jose
Talent Stylist: Annette Howell & Joanna Garcia
Food Stylist: Theo Zaragosa & Marie Advincula
PM: Angie Tubojan & Glenn Fernano
Production Coordinator: Thals Manasis
Offline Editor: Ej Valero
Online Editor: Jojo Ventilación Medalla
Animation: Patrick Soriano
Post Production House: Tres Puntos Studios
Production Manager: Chryssa Faye Lipardo
Associate Production Manager: Camille Regis
Music: Ken Aoki @Monoaural Studios
Sound Engineer: Lina Ornuj
Production House: Bread & Butter Productions
Project List:
+ Umaga