Gee it’s nice to have a big idea that gets the green-light. And all the moreso when it gets produced as written.
This is a TV spot that I wrote for Sharpies, that underlined their place in the broadest range of work environments.
It turned out to be an irresistible idea, highlighting the product being used to create a sketch perspective in an architect’s office, and then zooming into that sketch, which subsequently animates and moves through a number of scenarios where the Sharpie is the undisputed hero, being an indispensable part of everyday business, no matter what the industry.
Papermate Sharpies – Bring It To Life – TVC
A pulsing bass driven riff opens the spot.
We open on a low shot, across a desk with an architectural model and pan across to see three men sitting around a round table, one of them with a layout pad and a Sharpie in hand.
We cut to a tight close up shot of the architect’s face as he looks at the other men.
Cut back to a mid shot of the men as the camera pulls in.
Cut to a tight closeup of one of the other men looking intently through his glasses at the architect.
Cut back to a mid shot, filmed from above, of the architect sketching a street perspective with his Sharpie. The camera pulls into the shot until it fills the entire frame. With his hand no longer in the shot, the roughly drawn perspective comes to life as an animated architectural fly-through, new details appearing as we move into the scene. Everything is rendered as if it has been drawn with the Sharpie.
A car rushes by as we pull up at the back of a truck where the driver writes details with a Sharpie on the top of a box he’s delivering.
The animation that follows is effectively produced as the one flowing sequence.
The sound of a car rushing by and the scratching sounds of the Sharpie writing on the surface of the box.
Some funky drums come into accompany the bass line.
We zoom in past some elevators and over to a woman who is working at an atrium level cafe. We zoom right in to a closeup of her hand holding a disposable coffee cup. She writes “Rob” on it with her Sharpie and draws a smiley face on it too.
We fly through to another woman who is writing information with her Sharpie on a cardboard sign outside of a music retailer. We zoom right into see the star she is drawing on the sign to add emphasis.
We now fly through the atrium and a web of escalators, zooming in on a woman in a corporate office with walls lined with arch lever file folders. We close in on her hand as she writes the word, “Income”, with her Sharpie, on a sheet of A4 that sits on top of a document box.
The new Sharpie Aluminium…
From here we fly over the partitions of an open plan office, arriving back to a layout pad on a desk that features the original sketch which is where the sequence began. A few Sharpies lie around it, the sketched animation dissolving to real video of this end shot.
… Now a permanent marker that’s only limited by imagination.
The sketch of the building cross fades to photos on the layout pad of the Sharpie range, as well as logos of major stockists.
Sharpie. Uncap what’s inside.
Sharpie. Uncap what’s inside.