Mainframe has animated three virals to promote Tomas, a unique book written by Ministry of Sound co-founder, James Palumbo, which aggressively challenges the present financial turmoil’s moral corruption. The virals bring the book to life by animating its controversial illustrations and are being seeded across sites such as Kontraband and Daily Mash from 10th July 2009. Mainframe worked with London Agency, Baby who were responsible for the design of the book and overall creative campaign, to realise the virals. They were supplied single frame illustrations that were created for the book itself by Breed London’s Neal Murren. Mainframe then had to turn each still into a one-minute animation. Mark Warrington, Mainframe’s director and animator, addressed the challenge of turning one still into an on-the-move sequence by deconstructing each still into its component parts in order to create backgrounds and other elements that could be extended over a timeframe. Mark additionally created new backgrounds and elements, whilst staying true to the book’s original illustration style and narrative, to make the final scenes more dramatic. In total, the project required just under three months of After Effects work.

Advertising Agency: Baby, London, United Kingdom
Illustrator: Neal Murren @ Breed London
Production: Mainframe
Mainframe Producers: Adam Jenns, Emma Phillips
Mainframe Director: Mark Warrington
Sound Design: SNK Media (Seb Juviler, Kayvan Moghaddassi)