When Leo Burnett won the Travelocity account at the end of 2010, the iconic Roaming Gnome came along with the account. Upon further review of the documentation from the previous agency, it was discovered that a large amount of the photography of the Roaming Gnome had expired and the team at Leo Burnett was tasked with finding a new photographer to capture of the icon. While pricing out the different scenarios for photography and usage licensing of the photos, the production and creative teams on the account started to look into CGI as an alternative to capturing photos of the Gnome from multiple angles and with multiple props.
The team looked at a few different options for CGI and received proposals from multiple studios to do the work. After reviewing the materials and talking internally, the decision was made to present the work to the clients. The agency team put together a presentation on the cost options for photography, as well as incorporating CGI into the presentation. The clients were excited when they saw the detail of the CGI and how the Gnome could be seamlessly incorporated into different environments. Giannini Creative was awarded the job and developed a full library of renderings of the Gnome at multiple angles and with multiple props.
Client: Travelocity
Agency: Leo Burnett
Executive Creative Directors: Mikal Pittman & Britt Nolan
Senior Art Director: Chris Walker
Senior Copywriter: Alan Shen
Studio: Giannini Creative
Founder/Exec. Creative Director: Scott Giannini
Creative Director: Rob Churchill
CGI Artists: Sebastian Szyska & Tim McMahon
Producer: Jordon Varichak
Below are a few examples of the work from this project…
