Animation Fundamentals : Brisk “Rocky”

One of the only reasons why I watch the “Super” Bowl is for the commercials. I would often tune in just for the halftime commercial breaks where some of the most innovative, catchy and entertaining ads would showcase. One of my all time favorite ad campaigns came from Brisk. The way they stylized iconic characters was always comical to me. I’ve always been fascinated with stop motion animation, and I feel the level of detail put into the characters in the many Brisk commercials are amazing. This ad featuring Rocky Balboa captured the essence of the iconic character while also implementing many of the fundamentials of animation.

This shot implements many of the fundamentals in a very short amount of time, but are all equally important in creating this shot. Up first is the timing, which changes considerably in this particular shot. As the action unfolds the number of frames of animation is increased causing the shot to appear to be in slow motion. This allows time for the viewer to almost feel the power of the other boxer.

Next is the squash and stretch and exaggeration which work together to increase the look of devastation on the Rocky character. As the other boxer lands his punch the facial expressions stretch with a look of shock. The face of Rocky is distorted to extremes and jiggles when his face snaps back. This rubbery effect makes the brutal pounding Rocky is withstanding more comical.

Staging is another important principle in this particular animation. This element sets up the transition from an entertaining fight, to the product being advertised. The camera switches from Rocky’s point of view to just outside of the ring. The camera catches Micky yelling at rocky just as a Brisk concession salesman walks by. The panning of the camera directs the viewers eyes from the fight in the ring, to the product. The color of the Brisk cans “pops” out of the otherwise black and white animation.

This shot implements both anticipation and an arching movement. Rocky winds back his right arm in anticipation of delivering a kidney punch. The movement follows through in a short arch. He starts by ducking down, then lounges forward while lifting upward.

It was hard for me to decide which Brisk commercial to choose, because they are all so nicely done. This particular one just happens to always pop in my head whenever I see a can of Brisk. And yes … I do choose Brisk over Arizona because of it.