| Title | Dogfight |
| Agency | 72andSunny |
| Campaign | Zune Arts - Zune |
| Advertiser | Microsoft |
| Brand | Zune |
| Posted | July 2007 |
| Business Sector | TV, Hi-Fi, Video, Personal Stereo & Accessories |
| Story | Strategic design and advertising agency 72andSunny has released the second of several new artist collaborations to be featured on zune-arts.net. "Dogfight" debuted on zune-arts.net and aired during Adult Swim on Cartoon Network on Sunday, July 1st. This latest video tells the tale of two enemy fighter pilots who spark a friendship via impromptu aerial artistry and fireworks resulting from their surprising and spectacular mid-air explosions. "Dogfight" was animated by Los Angeles-based Full Tank and set to the track Special Thing by Portland-based rock duo Viva Voce. |
| Philosophy | The look of the film was inspired by traditional cel animation and manga comics, and then applying those sensibilities into a hybrid 3D/illustrated world. Full Tank breathed life into this idea is every way imaginable, notes Jason Norcross, Writer, 72andSunny. They were able to combine the intensity of battle with the sensitivity of courtship with a really irreverent sense of humor. They packed a ton into 60 seconds. |
| Problem | 72andSunny gave Fulltank the assignment of creating a :60 animated film that expressed the Zune brand messages of "sharing" and "friendship." The creative brief was fairly loose. |
| Result | To me, the film is about the rewarding and unexpected surprises you find when you share even when you share by accident, said Glenn Cole, Creative Director, 72andSunny. During development, the film evolved a lot. Originally it was a love story with a stark visual treatment, but everyone involved kept pushing it to someplace new and better. Whats so fun and gratifying about Zune Arts is that it keeps getting better, says Cole. Its an inspiring playground for everyone involved, and the bar keeps getting set higher and higher. Everyone we talk to new artists, labels, the press, our clients - sees Zune Arts as an opportunity to do something great. As Zune Arts heads into its second year, the program continues its mission of living the Zune brand idea of friendship and sharing by fostering inspiring collaborations between artists in all mediums. |
| Media Type | Television |
| Length | |
| Market | United States |
| Agency Producer | Sam Baerwald |
| Creative Director | John Boiler |
| Creative Director | Glenn Cole |
| Director | Chris Do |
| Advertising Manager | Jessica Lewis |
| Agency Producer | Rebekah Mateu |
| Production Company Producer | Ben Morris |
| Copywriter | Jason Norcross |
| Art Director | Bryan Rowles |
| Animation Effects | Fulltank |
| Sound Design Company | Lime Studios |
| Music Company / Composer | Viva Voce |