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BROOKLYN, NEW YORK â€“ October 29, 2007 â€“ To promote The Bronx Zoo, the flagship of the largest network of metropolitan zoos in the country and the heart of the Wildlife Conservation Society, the devilishly talented folks at the Hispanic-owned, DUMBO-based, Dancing Diablo Studio designed and produced six :15 commercial spots, a series of online banners, illustrations for the Zooâ€™s print ad campaign and will appear in the park as well. Developed through Deutsch, New York, the Go Wild campaign, which includes Sea Lion Homecoming, Sea Lion Astor Court, Play Week, Grandparentsâ€™ Week, Boo at the Zoo, and Holliday Lights, began with a soft roll out this summer. The full TV, print and web campaign will continue to roll out in the tri-state area through late November.
In Sea Lion Homecoming a young boy â€œgoes wildâ€? and morphs into a sea lion to celebrate the return of the sea lions to the zoo. In Sea Lion Astor Court he returns to the zoo to celebrate the grand reopening of Astor Court. For Play Week, Dancing Diablo created a young girl who, while sitting under a tree wraps herself in her blanket and emerges from her cocoon with butterfly wings and flies off to â€œgo wildâ€? and see how the animals play. In Boo at the Zoo a child becomes a wallaby and goes to the zoo to experience costume parades and creepy crawlers. The wallaby then returns to the Bronx Zoo to celebrate Grandparentâ€™s Week. The final spot, celebrates the Holiday Lights.
â€œWhen Deutsch initially approached us they wanted something that, on television, would look like a childrenâ€™s picture book. It was the perfect project for us as I see the animation we do as illustration in motion,â€? explained Dancing Diablo Director/Creative Director Beatriz Helene Ramos. â€œWe were able to provide the illustrative childrenâ€™s world they wanted for the project. I particularly liked working with Deutsch because their creative sensibility was so sophisticated. They did not want clichÃ©s, goofy faces, cartoon-y images or exaggerated movement. We made a couple of suggestions and the agency choose a watercolor style. Then we had to determine just how we could deliver the hand painted quality in animation without actually painting, in watercolor, 2000 frames, which would have been impossible. So we experimented and found a way to do it digitally. It was not your typical Flash animation however â€“ these images are all drawn and painted traditionally, frame by frame, which is extremely time consuming. Having studios both in South America and here in New York was very helpful in the execution of this project,â€? she continued.
Deutsch, NY Partner/Chief Creative Officer Peter Nicholson said of his experience working with Dancing Diablo, â€œThey brought to life the playfulness, the childlike fun and energy of the campaign with their very beautiful animations. They were able to create a very unique and individual style that really gave the Bronx Zoo a unique branding. Their beautiful watercolor style is really unique for TV animation or online and it has helped to build the core of the brand.â€?
Guy Williams, Deutsch SVP, Executive Producer, added, â€œThe Dancing Diablo team was very imaginative, added a great deal to the concept, and their animation is wonderful. They were organized and invaluable in each step of the process from their original character sketches through final animation and render. In addition to the six spots, they created additional characters for print and online so they were kept very busy. Beatriz and her team were a joy to work with and they managed the entire production process beautifully.â€?
Teams from both Dancing Diablo Studios â€“ Brooklyn, NY and Caracas, Venezuela – worked on this project with a creative team that included Director/Creative Director Beatriz Helena Ramos; Art Director Leonardo Rodriguez (Barcelona, Spain); Producer JoEllyn Marlow; 2D Lead Animator Dan Forgione; 2D Clean-Up Artists Pedro Delgado and Jessica Milazzo; Color Artists Adriana Genel, Reggie Butler, Alison Wilgus, Michael Zodorozny, Alyna Izquierdo, Isabel Adler, Michael Lapinski, Nathalia Murray, Angivyr Padilla, and Manuela Marquez; Storyboard Artists Leonardo Rodriguez and Juan Riera; After Effects Animator Vanessa Rodriguez; and, Editor/Motion Graphic animator Jose Antonio Ojea.
Flash was employed to animate the six spots; Painter was utilized to replicate the watercolor style of the print campaign; and the spots were composited in Adobe After Effects. For the print campaign the Dancing Diablo team also created the Snake Boy and Puffy Boy characters.
Representing Deutsch, NY were Partner/Chief Creative Officer Peter Nicholson; SVP, Group Creative Director George Decker; SVP, Group Creative Director Morgan Carroll; SVP, Executive Producer Guy Williams; Copywriter Jason Ashlock; and Art Director Anthony Alvarez.
Mixer Glenn Landrum of Sound Lounge (New York) completed the audio post.
Composer Ceiri Torjussen, Creative Director Alex Moulton and Executive Producer April Jaffe of the Expansion Team (New York, NY) created the musical underscore.
About Dancing Diablo Studio:
Founded by Beatriz Ramos in January of 2002, Dancing Diablo is a Brooklyn-based creative studio with a collaborative group of visual artists who are committed to creating a fresh and original animation styles in all its techniques. Dancing Diabloâ€™s style is unique for its soulfulness: its attention to color, texture, emotion and detail. For a perennially fresh perspective and a broader, edgier pool of animation talent, Dancing Diablo maintains offices in both, Brooklyn, New York and Caracas, Venezuela.
Dancing Diablo excels at traditional animation, stop-motion, CGI, and Flash. Their client roster includes JWT (Jet Blue, Schick), Ogilvy (Coca Cola), DDB (Toyota), Leo Burnett (Whirlpool/Acros), FCB (Chipâ€™s Ahoy!), Deutsch (Yahoo), Green Team Advertising (Smithsonian Institution, World Wildlife Fund), Sesame Street, 4Kids Productions, Inc. (Teenage Mutant Ninja Turtles), Disney, The Bravo Group/Young & Rubicam (Pfizer, AT&T, Kraft, Kool Aid), Steve Madden, Nickelodeon, MTV/Paramount Pictures, Telemundo, Ghersy (Lucky Strike, Kent), Fuse, Noggin, Sideshow Creative (ABC Sports), Jerry Cronin, LLC (ESPN/Bud Light), Reynardus & Moya Advertising (Unitel, Claritin), Conill/Nazca Saatchi & Saatchi (Crest), Oxygen and The Vidal Partnership (Wendyâ€™s, DirecTV), among others.
Dancing Diablo Studio is headquartered in DUMBO at 20 Jay Street, Suite M12, Brooklyn, NY 11201; phone (718) 243-0103; Fax (718) 243-0118; For additional information or to see a reel contact Beatriz Ramos at
; or for West coast and Texas commercial representation contact FinnSaxon Represents – Rachel Finn at (310) 317-44490,
or Mary Saxon (415) 290-6500,
; and in the Midwest, Tim Harwood and Associates which can be reached at 312 505-1552 or 312 751-1552,
; Dancing Diablo Caracas is located at Los Palos Gdes, Edif. Atlantic, Piso 4 Ofic.1 in Caracas, Venezuela; Phone (58212) 285 7537 or (58212) 283 7392. Visit the DDS web site at
Airdate: The first spots began to air in the summer and the campaign will continue to roll out through late November
Product: Wildlife Conservation Society – Assets are for both the Bronx Zoo and the New York Aquarium
Titles: Sea Lion Homecoming, Sea Lion Astor Court, Boo at the Zoo, Play Week, Grandparents Week, and Holiday Lights (For the print campaign Dancing Diablo created Snake Boy and Puffy Boy characters.)
Length: six :15 commercial spots, plus a series of online banners, illustrations for the Zooâ€™s print ad campaign and the characters which will also appear in the park.
Description: In Sea Lion Homecoming a young boy â€œgoes wildâ€? and morphs into a sea lion to celebrate the return of the sea lions to the zoo. In Sea Lion Astor Court he returns to the zoo to celebrate the grand reopening of Astor Court. For Play Week, Dancing Diablo created a young girl who, while sitting under a tree wraps herself in her blanket and emerges from her cocoon with butterfly wings and flies off to â€œgo wildâ€? and see how the animals play. In Boo at the Zoo a child becomes a wallaby and goes to the zoo to experience costume parades and creepy crawlers. The wallaby then returns to the Bronx Zoo to celebrate Grandparentâ€™s Week. The final spot, celebrates the Holiday Lights.
Production Company: Dancing Diablo
City/State: New York, NY; Caracas, Venezuela
Director/Creative Director: Beatriz Ramos
Director: Beatriz Ramos
Art Direction: Leonardo Rodriguez (Barcelona, Spain)
Producer: JoEllyn Marlow
2D LeadAnimator: Dan Forgione
2D Clean-up Artists: Pedro Delgado, Jessica Milazzo
Color Artists: Adriana Genel, Reggie Butler, Alison Wilgus, Michael Zodorozny, Alyna Izquierdo, Isabel Adler, Michael Lapinski, Nathalia Murray, Angivyr Padilla, and Manuela Marquez
Storyboard Artists: Leonardo Rodriguez and Juan Riera
After Effects Animator: Vanessa Rodriguez
Editor/Motion Graphic Animator: Jose Antonio Ojea
Flash was employed to animate the six spots; Painter was utilized to replicate the watercolor style of the print campaign; and the spots were composited in Adobe After Effects.
Advertising Agency: Deutsch, NY
City/State: New York, NY
Partner/Chief Creative Officer: Peter Nicholson
SVP, Group Creative Director: George Decker
SVP, Group Creative Director: Morgan Carroll
SVP, Executive Producer: Guy Williams
Copywriter: Jason Ashlock
Art Director: Anthony Alvarez
Postproduction Facility: Riot!
City/State: New York City
Online Editor: Alex Decanes
Audio Post: Sound Lounge
City/State: New York, NY
Mixer: Glenn Landrum
Music Company: Expansion Team
City/State: New York, NY
Creative Director: Alex Moulton
Composer: Ceiri Torjussen
Executive Producer: April Jaffe
Production Coordinator: Paige Weissman