Screen Replacement
& UI Animation
CASE STUDY
SAMSUNG flip 7 and fold 7
Recently our friends at Harbor engaged Orchard to manage the extensive screen replacement work for a series of Samsung advertisements. We were tasked with animating all the User Interface (UI) assets featured throughout the ads, as well as the final screen composites across all the shots. A core requirement of this project was to not only deliver all the final shots but also create a package for each commercial of editable After Effects (AE) files to facilitate multi-market versioning. This meant that all the UI elements remained fully flexible and adjustable, allowing for feedback right up to the final delivery deadline.
COMP BEFORE AND AFTER
Our process began with using Mocha to precisely track the shots and also ascertain the rotoscoping required for each shot. At Harbor’s request we worked on all the shots over-length allowing the client the flexibility to re-jig the edits, allowing our work to continue before any of the edits were locked. Ultimately the final edits were not locked until very late in the production cycle, so working in this way kept the final delivery on track while also being very fluid. In parallel to the tracking and comping a dedicated team compiled the UI animation assets, working directly with materials supplied by Samsung. Given that the ads featured different phones with various form factors, maintaining flexibility and editability across all UI elements was crucial for the numerous versions.
GALAXY Z FLIP 7 ADS
VOICE AI & SELFIE
VOICE AI & SELFIE
GOOGLE GEMINI & SELFIE
The paramount factor for the entire project was maintaining maximum flexibility. All phases were subject to continuous amendments, which required us to engineer a robust production pipeline to accommodate these changes — from initial shot lengths to UI assets and animation sequences. The finished advertisements cannot fully convey the sheer volume of work and complexity involved in successfully executing a project of this magnitude. It was a mammoth undertaking for our team who rose to the challenge delivering the ads in numerous formats, for TV, social and online.
