Plenty talk 2D

Tue 25 Aug 2015

After an exciting summer for jelly’s award-winning art and motion studio, Plenty, we decided to catch up with Executive Producer, Ines Palmas, and Producer, Clara Etcheverry, to find out more about what Plenty have been working on recently, and reveal some of the team’s exciting, upcoming projects. We also spoke to Plenty’s Creative Director & Co-Founder, Mariano Farias, to get his view on the future of 2D animation.

We were super impressed with your 2D Viacom spots here at jelly, can you tell us a bit more about the job?
Ines> Thank you! We are very happy with the Viacom project. It’s very different from everything we have done lately and it brings a fresh air to the studio. They contacted us to create eight animated loops that would play in the entrance hall to the company's New York offices. As the spots were being used to celebrate the start of spring in the city, we designed and animated different characters going through everyday situations during the colourful spring and summer seasons. Each one was created using different illustration styles to give variety to the pieces. We then mapped them over real urban backgrounds.

Jelly will soon be announcing the launch of a very exciting, charity-based film project that Plenty have been working on in recent months. Can you give the readers any clues?
Clara> Yes! This year is the 150th anniversary of Lewis Carroll's "Alice's Adventures in Wonderland", and we’ve created something very special, for a very good cause. All will be revealed next month!

How long have you been working on this project?
Clara> 18 months!

Are there any other exciting 2D projects that we should be looking out for this year?
Ines > Yes, more and more every day. We've worked on a series of projects for Fanta, and we're working on some more very interesting things for US brands that we can't name. We're also in the works to start some projects for the UK and Germany.  

Plenty are well known for creating impressive work in a variety of styles, from 3D to illustration and graphic design, but recently we’ve seen you produce a lot of stunning 2D. What is your view on the future of 2D animation, Mariano?
Mariano> From 2008 to 2014, a lot of graphic design and advertisement seemed to be created in 3D. Sometimes in an attempt to emulate reality, but also, perhaps, because it was seen as a symbol of high quality production value. These days, I find that there are 3 reasons why companies should embrace 2D again:

1. 3D is no longer considered "Premium." Nowadays, 3D is no longer synonymous with expensive. Everyday there are new, simpler tools for anyone to create a 3D design using an online tutorial.

2. Simplification. There's a growing need to simplify information due to the enormous amount of visual stimuli in digital media we are subject to every minute. Using 3D in design can make things more complex.

3. Abstraction. Given the fact that society evolves and is therefore better equipped to decode more complex messages, realism (when it comes to representing objects) is no longer necessary, and we resort to an abstraction that we perceive as real, regardless of volume, light and sharpness. Though not something new, today, graphic abstraction is a necessity in order to understand the complex world that surrounds us.


You can see more of Plenty’ work here.