The Dickies Flex commercial helped the brand position its Flex line of products as world’s leading performance work gear. Technological elements and blueprint-inspired visuals illustrated the integration of technology and design in Flex gear.
Dickies FLEX | Engineered to Move
Role: Design / Animation
Studio: King and Country
The Creative Process
One of the main challenges in this project was to portray the performance and engineering aspects of the product line, respecting the brand market and core values. It was crucial to find the right visual balance between engineering technology and work wear.
The idea for this project revolved around the concept of engineering blueprints. Key product features are integrated with live action footage.
Working with Live Action
In order to integrate graphics with the live action footage, a series of post-processing steps had to be completed to prepare the shots for the animation process.
In order to combine the live action shots with animation, we created a virtual camera that followed the precise movement of the real camera (also known as Matchmoving). We also had to mask and isolate various objects and people in the scene (known as Rotoscoping & Chroma Key). We also had to extend the surrounding environment using 3D computer generated graphics (known in the VFX industry as Set Extensions).
Designing the Visual Language
A library of key visual elements was specifically designed and animated for this project. These elements would help create a visual narrative and portray the strengths and features of the products.
Experimenting with Ideas
Finding the best ideas is not always a straightforward process – we may need to experiment a good deal before locking in final choices. This part of the process, often unseen by clients, is a fundamental step to find the best ideas and the best visual balance for each shot.
The Animation Process
Having graphics that are perfectly tailored for each shot requires a series of fine tuning and refinements.
The main inspiration for the entire animation process was the tagline “Engineered to Move.”