Inside Candy Crush All Stars: How Motion Graphics Brought Celebrities to Life in This Social Campaign

Software & Plugins

• Adobe After Effects

• Mocha AE

Behind the Scenes of the Candy Crush All Stars Promotional Campaign

The Candy Crush All Stars social promotional campaign, launched in September 2020, was a captivating initiative designed to engage a worldwide audience. This article offers an insider's perspective on the project, highlighting my role as a motion graphics freelancer, the creative process, and the challenges of integrating visual effects (VFX) into live footage. It also explores the unique experience of working with high-profile celebrities such as Alesha Dixon, Rachel Riley, Adebayo Akinfenwa, Laura Whitmore, and Mark Wright.

Overview of the Candy Crush All Stars Campaign

Launch and Purpose of the Campaign
Candy Crush All Stars was introduced as a competition to celebrate the game’s global appeal. The campaign aimed to encourage fans to compete in a fun and engaging tournament while spotlighting the game’s addictive appeal. The promotional materials showcased a mix of humor, competition, and star power, making the campaign both relatable and aspirational.

Celebrities Featured in the Campaign
To enhance its appeal, the campaign enlisted the help of celebrities from various backgrounds. Alesha Dixon brought her dynamic energy, Rachel Riley lent her intellectual charm, Adebayo Akinfenwa displayed his larger-than-life persona, and Laura Whitmore and Mark Wright added their unique charisma and charm. Each celebrity was carefully chosen to resonate with a broad audience and reflect the vibrant, playful spirit of Candy Crush.

My Role in the Project

Joining the Team for Motion Graphics
As a motion graphics freelancer, I was part of a talented team responsible for bringing the campaign’s visuals to life. My primary focus was on creating seamless interactions between the celebrities and the gameplay elements. This involved tracking phone screens into live-action shots and enhancing them with engaging VFX.

Specific Contributions to the Campaign
The main task was to integrate pre-recorded gameplay footage into green screen phones featured in live-action shots. The goal was to make it appear as though the celebrities were genuinely interacting with the Candy Crush game. Beyond this, I added creative touches, such as numbers and formulas floating around Rachel Riley’s head, to further enhance the visuals.

Software and Tools Used

Why Adobe After Effects Was Key
Adobe After Effects served as the foundation for all motion graphics work on this project. Its advanced tracking tools, flexibility in layering, and precision made it the perfect choice for handling the complexities of green screen compositing and VFX integration.

Combining Green Screen and Live Footage
The process required syncing pre-recorded gameplay footage with the green screen phones in live-action shots. By using After Effects' Motion Tracker, I aligned the gameplay footage to match the phone's movement in each scene. This meticulous work ensured a seamless, realistic interaction between the celebrities and the game.

Creating Realistic Interactions

The Process of Phone Screen Tracking
To create the illusion of gameplay, I used After Effects’ Motion Tracker to match the phone’s movements. The tracking process involved identifying anchor points on the green screen phones and overlaying the pre-recorded gameplay footage.

Challenges in Seamless Integration
Achieving a flawless result required overcoming several challenges. The phone screens had to reflect natural lighting and shadows, aligning perfectly with the celebrities’ gestures. Any mismatches could disrupt the illusion, so meticulous attention to detail was paramount.

Adding Engaging Visual Effects (VFX)

Floating Numbers and Formulas Around Rachel Riley
To reflect Rachel Riley’s image as a math whiz, I created animated numbers and formulas that floated around her head. This effect added a touch of whimsy while connecting her intellectual persona with the game’s strategy-based appeal.

Enhancing Gameplay Interactions
Subtle visual touches and interactions were added to highlight the interactive gameplay. These enhancements made the visuals more dynamic and engaging for the audience.

Working with High-Profile Celebrities

Collaborative Creative Process
Working with celebrities required a collaborative approach. Each performer’s movements and gestures were carefully directed to ensure they synced with the motion graphics added in post-production. This coordination was vital for creating authentic interactions.

Capturing Alesha Dixon, Mark Wright, and Others on Set
Each celebrity brought a unique energy to their scenes, from Alesha Dixon’s animated gestures to Adebayo Akinfenwa’s playful intensity. It was rewarding to adapt the motion graphics to complement their distinct personalities, adding to the campaign’s charm.

Timeline and Workflow

Breaking Down Project Milestones
The project was divided into stages, including pre-production, on-set coordination, motion tracking, VFX integration, and final edits. Clear deadlines were set for each stage to ensure timely delivery.

Meeting Tight Deadlines
The fast-paced nature of the project required efficient workflows and quick problem-solving. By leveraging a combination of software tools and team collaboration, we managed to deliver high-quality results within the stipulated timeline.

Behind the Scenes Challenges

Overcoming Technical Issues
Tracking phone screens in dynamic shots presented unique challenges, especially when dealing with rapid movements or changes in lighting. Resolving these issues required iterative adjustments and careful refinement.

Syncing Motion Graphics with Real-Time Actions
The motion graphics and gameplay footage had to align perfectly with the celebrities’ gestures, such as swiping or tapping. This required precise timing and constant feedback from the team to ensure every detail was polished.

Delivering a Polished Final Product

Ensuring Quality and Accuracy in the Final Edits
The final edits involved reviewing each scene multiple times to ensure every element was seamlessly integrated. Attention to detail was critical, from the alignment of the phone screens to VFX elements and gameplay interactions.

Feedback from the Team and Stakeholders
Positive feedback from the production team and stakeholders validated the effort put into the campaign. Seeing the finished product resonate with the audience was a gratifying experience.

Reception of the Campaign

Audience and Industry Reactions
The campaign was very well-received. Fans of the game appreciated the interactive elements and celebrity involvement, outlining their love for the game as well as their desire to participate in the All Stars event.

Success Metrics for Candy Crush All Stars
The campaign’s success was measured through increased engagement on social media and heightened participation in the Candy Crush All Stars tournament. The visuals played a crucial role in attracting new players and re-engaging existing fans.

Lessons Learned from the Project

Strengthening Skills in Motion Graphics
This project offered invaluable experience in advanced motion tracking, VFX creation, and integrating live-action elements. Each challenge provided an opportunity to hone my technical and creative skills.

Collaboration and Team Dynamics
Working as part of a team highlighted the importance of communication and collaboration in delivering a cohesive final product.

FAQs

1. How was the Candy Crush All Stars campaign unique?
The campaign’s combination of celebrity involvement, engaging VFX, and seamless motion graphics set it apart as a creative and technical achievement.

2. What skills are essential for a motion graphics freelancer?
Proficiency in Adobe After Effects, creativity, problem-solving skills, and the ability to collaborate effectively are crucial.

3. How do you track footage with Adobe After Effects?
Using the Motion Tracker feature, you can align elements frame by frame, ensuring seamless integration with live footage.

4. What challenges did you face working on this campaign?
Key challenges included achieving flawless tracking of phone screens and syncing graphics with celebrity gestures.

5. How can someone break into the motion graphics industry?
Building a portfolio, networking, and staying updated with industry trends are essential for aspiring artists.

6. What’s your favourite part of this project?
Seeing the final visuals come together and receiving positive feedback from both the team and the audience was the highlight.

Credits

Client: Candy Crush, King

Produced By: Unit9

Studio: Grizzle London

Animation & Compositing: Tom Paddon, Tom Carpenter, Frank Mansfield, Freddie Littlewood, Drew King