This was my favorite Taco Bell campaign I got to work on.
As a follow up to last year’s highly successful breakfast launch, Taco Bell wanted to go bigger and more heavy handed with their breakfast. Well, it doesn’t get much more heavy handed than calling your competitor a Stalinist dictatorship with full blown detention camps – unless you eat a breakfast crunch wrap.
Everything started with wild postings put up around a few major cities which directed people to the microsite www.routinerepublic.com where they were treated to the video I made.
I know it looks like I just used Video Copilot’s Twitch, but I found that you just don’t get the same level of control as doing it by hand. And here’s how…
There are three distinct eras the distortion had to come from: Shot on film from the 50s, transferred to VHS in the late 80s, and recently digitized and uploaded to the internet.
precomp 1 – Clean animation
precomp 2 – 8mm film overlay. I used a bit of stock footage, tinted and choked it to minimize the pop marks.
precomp 3 – Video Distortion – I used stock for the single frame film bits before the animation starts. Then used these adjustment layers:
- Offset - animate shift center
- Color Balance - Color Desaturation
- Venetian Blinds - really really small horizontal lines
- Wave Warp - set to 90 degrees with a relatively wide width, used primarily in the intro, outro
- Turbulent Displace - for general waviness
- Levels - crunched in primarily the intro, outro
I also had the whole thing translating on the X axis through random hold frames here and there.
precomp 4 – Color – To create the RBG offset I separated the VideoDistortion precomp into individual R, B, and G layers with Levels (Individual Controls) and changed the mode to Screen. Then I just animated the top two layers by hand to create the color offset that felt the best.
precomp 5 – Scale – the whole thing was built at HD… well, the 4:3 equivalent (1440×1080) , so I scaled everything down to 50% (720×540)
precomp 6 – re-scaled everything back up to HD, 1920×1080 this time, to get a natural crappy looking resize. I added one last subtle wave warp to get a slow moving wave along the edge of the composition/black bars… which you don’t see on the website version. Then added Posterize Time, set to 18fps, to give it an off putting odd playback.
Now, go make your own!
After all that, we finally released the full 3 minute spot online
Lastly Deutsch sent a bunch of Taco Bell super fans defector kits to promote the hell out of the campaign and join the defector revolution, which the did.
There was a whole secondary campaign which ran afterwards, which I animated the endcards for, but they’re not as exciting as this part.