work

With the product as a back drop and using a mix of traditional animation, Flash and 3D, Flux created a confident and highly amusing spot that depicts a rather un-PC real bloke navigating his manly way through a overly metro-sexual world. Directed by Flux's Laban Dickinson, the 'tattoo on skin' style animation project was completed under the watchful eye of Colenso TV producer Richard Mayo-Smith and Flux creative director Brent Chambers. The viral was designed specifically to create a buzz on the web. It achieved its objective with ease and picked up loads of awards along the way. Made for a modest budget, Dominate won an AWARD Award for Best Animation in October in 2007 and was finalist at AdFest for Best Online Viral. It was also short-listed at prestigious global advertising festival Cannes Lions and it picked up the Craft in Television & Cinema - Animation award at Axis in 2007.

director: laban dickinson
client: dominate
agency: colenso bbdo auckland