[AICP Southwest 2011 Sponsor Reel]

Our creative minds here at Element X Creative () were pretty stoked about The Association of Independent Commercial Producers (AICP) asking us to create this year’s Sponsor Reel for the Southwest show. The creative carte blanche was daunting given such a small window of time to concept and produce a 5 minute piece. It was even more challenging considering our own expectations were set high, not only in terms of storytelling, but wanting to create something that had not been done in the history of the show. After hours and hours of brainstorming concepts, we found an idea involving trains and miniatures that the whole studio could rally behind. Every individual under our roof came together to write, storyboard, model, texture, shoot, rig, animate, composite, and edit the final product. Many late nights and take-out orders later, combined with a music and sound effects mix from Tequila Mockingbird, the end video was stunning to behold. So take a peek at our lates