As the show was still in production, items were built to allude to what the show was about. It was a fun challenge creating mini-vignette frames while pushing lighting and textures into an extreme and sinister way.
Director: Josh Norton
Executive Producer: Carson Hood
Producer: Virgil Conklin
Designer: Theo Daley
Animation & Compositing: Alec Iselin, Dave Growley
Mix & Sound Design: Plush
Taking the idea of destroying what we know of America, this teaser was created completely in C4d. The Cinema files and rough animations I made to create these styleframes were ultimately used as the basis for the final production.
Director: Josh Norton
Executive Producer: Carson Hood
Producer: Virgil Conklin
Designer: Theo Daley
Animation & Compositing: Nathan Goodell, Alec Iselin, Josh Clos
Mix & Sound Design: Plush
These are a combination of pitch and design phase frames after the project was awarded. My role was to devise a way to create a clean energy power plant and also to show how their technology is inspired by nature.
Agency: BBDO NY
Production Company: Gentleman Scholar
Director: Will Johnson & Chris Finn
Managing Director/EP: Christina Roldan
Head of Production: Tyler Locke
VFX Supervisor: Brice Linane
Line Producer: Rich Kaylor
DP: Adam Marsden
Production Designer: Michael Walker
Design & Animation: Gentleman Scholar
Creative Director: Will Johnson
Managing Director/EP: Christina Roldan
Head of Production: Tyler Locke
Associate Creative Director: Chris Finn
CG Supervisor: Tim Hayward
Producer: Nicole Smarsh
Designers: Gretel Cummings, Madison Ellis, Cam Floyd, Jina Kwon, Hana Yean, Huy Dang, Anthony Maiuri, Tizu Tarumyan, Theodore Daley
2D Animators: Jeffrey Jeong, Wu Hyun Lew, Henry Pak
3D Animators: Clint Chang, Hillary McCarthy
3D Generalists: Allan Bernardo, Vin Kim, Jacques Clement, Jamie Sawyer, Patrick Warner
Compositors: Matt Lavoy, Andrew Hardaway, Kevin Njoo
Flame Artist: Matt Lavoy
Storyboard Artist: Arien Walizadeh
Editorial: Friendshop!
Editor: Ben Suenaga
Telecine: Color Collective
Colorist: Alex Bickel
Music: Bang Music
Artist: Timo Elliston
Imaginary Forces had the opportunity to create 10 second spots for 14 distinct premiere brands inside the Westfield Mall, at the newly constructed WTC Oculus in downtown Manhattan. With 19 distinct screen dimensions, the largest spanning the length of a football field, we distilled each brand to their essence, reaching over 500,000 viewers per day. Here is a cutdown of some of the brands I had the privilege of directing.
Director: Theo Daley & Audrey Davis
Executive Producer: Jon Hassel
Producer: Will Arnold
Film Production: Somoroff Studios
Pepsi
Creative Director: Theo Daley, Audrey Davis
Animation & Compositing: Henry Chang, Gabriel Pulecio, Theo Daley
3D Particles: Matthew Lane-Smith
Tropicana
Creative Director: Theo Daley
3D Animation: Nick Johnnides, Atsuki Hirose, Junhwan Kwon
Lighting & Compositing: Eric Xu
Fluid Simulation: Kunle Jegede
Doritos
Creative Director: Theo Daley
3D Animation: Hayato Yamane, Jason M. Diaz
Compositing: Willie Russell
SunChips
Creative Director: Theo Daley
3D Animation: Jason M. Diaz, Hayato Yamane, Max Glazkort
Compositing: Max Glazkort, Nathan Goodell
Taking inspiration from the rich history of France and art history, this package evolved from line drawings, gestural paintstrokes, sculptures and architecture details.
Creative Director: Jeremy Cox
Art Director: Theo Daley
Executive Producer: Jon Hassell
Producer: Will Arnold
Coordinator: Krista Templeton
Designers: Theo Daley, Maggie Tsao, Henry Chang, Patty Wong, Hannah Sung, Jan Nygren, Michael Cina
Animators: Henry Chang, Sekani Solomon, Seth Minnich, Adam Tanner, Nathan Goodell, Ned Piyadarakorn, Patty Wong, Hannah Sung, Dave Rogers, Cyprian Sadlon, Mark Thompson, Chris Vincola, Pat Arrington
Paint Wrangler: Max Strizich
Systems Management/Render Wrangler: Matt Carroll
Inspired by the long and dangerous path to the north, images would bleed out on maps as they traverse across the lands from slavery to reach freedom.
During production of the actual game cinematics we had the opportunity to pitch on the commercial to promote the game itself. We came up with the entire concept from the look, direction and story for what ultimately turned into an emotional live action spot.
Director: Karin Fong
Executive Producer: Gabriel Marquez
Producer: Jon Hassell
Designers: Theo Daley, Grant Lau, Karin Fong, Jeremy Cox
Animators: Nate Homan, Josh Delaney
Editor: Zach Kilroy
VFX Supervisor: Jeremy Cox
Senior VFX Artist: Allan Mckay
Compositors: Jeremy Cox, Chase Massingill, Brian Houlihan, Adam Levine, Andrew Chung
Concept Artists: Alan Williams, Max Strizich, Steven Lee, Lindsey Mayer-Beug
Matte Painter: Marco Lozzi
Color: Damien Van Der Cruyssen
Line Producer: Adam Lawson
Director of Photography: Trent Opaloch
2nd DP: Dallas Sterling
1st AD: Travis Gold
Production Designer: Bruce McCloskey
Music: Ellie Goulding "Holding On"
Original Remix: Will Benoit
Hundreds of frames were created for the 15 minutes of in-game and opening cinematics, here are a few selects.
Designed & Produced by: Imaginary Forces
Director: Karin Fong
Producer: Jon Hassell
Art Director: Theo Daley
2D Technical Director: Jeremy Cox
3D Technical Director: Nate Homan
Character Animation Supervisor: Eric Bribiesca
Editor: Zach Kilroy
Designers: Karin Fong, Theo Daley, Steven Lee, & Bryce Wymer
Additional Storyboard Art: Arisu Kashiwashi, Max Strizich, Henry Chang, Will Huang, & Lindsey Mayer-Beug
Compositors: Jeremy Cox, Daniel Pernikoff, Theo Daley, Joe Lawrence, Steven Lee, Matthew Lane-Smith, Adam Levine, Chris Vincola
3D Animation & VFX: Nate Homan, Chris Vincola, Justin Maynard, Spyro Serbos, Orges Kokoshari
Sr. Liquids VFX Artist: Marcelo Cermak
Character Animation: Eric Bribiesca, Peter Karnik, Paul Wei
SONY / SANTA MONICA STUDIOS
Game Director: Todd Papy
Producer: Derek Smith
With so much created, not everything ends up in the final. Here is the process showing how the final look was developed using two scenes.
Designed & Produced by: Imaginary Forces
Director: Karin Fong
Producer: Jon Hassell
Executive Producer: Gabriel Marquez
Art Director: Theo Daley
2D Technical Director: Jeremy Cox
3D Technical Director: Nate Homan
Design: Theo Daley & Steven Lee
Lead Compositors: Jeremy Cox & Daniel Pernikoff
Compositors: Steven Lee, Matthew Lane-Smith, Joe Lawrence
3D Character Animation: Peter Karnik, Andy Ortiz, Santiago Castagno
3D VFX: Nate Homan & Chris Vincola
3D Liquid VFX: Marcelo Cermak
Editor: Brad Turner / Zach Kilroy
SONY / SANTA MONICA STUDIOS
Game Director: Todd Papy
Producer: Derek Smith
My role was to devise all UI and potential abilities for the game prior to release. The main goal was to use technology just on the horizon so AR, lydar and current military iconography were used as the inspiration for all elements. Unfortunately it was cancelled during production but here are the concepts devised for this futuristic apocalyptic game.
These concepts were specifically for when the player was in exploration mode. They could send out a pulse over the surrounding area using their drone and find hidden objects and resources to survice in the harsh environments. These are based on the idea of how lydar & sonar technologies could work so the ping would purposefully be incomplete as you could only have limited information depending on your position.
These concepts were specifically for when the player needed to engage in combat. Some ideas were to use the drone to create predictive routes of enemies or to lock on to specific weak points, all concepts had the HUD appearing in game as an AR element.
Finding relics throughout the world, there would be moments the player would need to download and upload their findings. These are various designs on this mode show how this could be represented especially when the system must attempt to fill in the gaps of a missing object.
Inspired by Brazil itself, everything was taken from the simple idea that mosaics could carry an entire package. From lower thirds, wipes or hero moments, the intricacy and detail of each tile intends to highlight each country and their own approach with mosaics.
A dark stranger walks across the land as fire, ash and soot envelope him, only leaving the tracks behind. These frames show how all this destruction and sacrifice culminates in the creation of one thing; progress.
Creative Director: Mark Gardner
Art Director: Jeremy Cox
Executive Producer: Gabriel Marquez
Producer: Aleen Kim
Designers: Theo Daley, Jeremy Cox, Joey Salim, Will Huang
Compositors: Jeremy Cox, Daniel Pernikoff
Editor: Caleb Woods
Coordinator: Kacie Barton
Assistant - Element Shoot: Zachary Stephens
Stand-In - Element Shoot: Nathaniel Cox
The pitch phase designs were based on the client comments of being non photographic and visceral. The solution I devised was a line we follow as it scars the landscape, ultimately ending with two graphic lines symbolizing the tracks.
Nominated for an Emmy for outstanding main title design, this was a graphic reduction of the shows main concept, insidious plots hidden in plain sight, these frames show that in everyday elements there can be a larger overarching plan.
Director: Karin Fong
Executive Producer: Anita Olan
Producer: Cara McKenney
Designers: Karin Fong, Theo Daley, Jeremy Cox
Animators: Jeremy Cox, Andrew Chung, J.J. Johnstone
Editors: Jordan Podos, Caleb Woods, Adam Spreng
Design Assistants: Daniel Farah, Leo Marthaler
Coordinator: Emily Nelson
Inspired by Greek pottery, Imaginary Forces and I used all the graphic patterns, colors and textures of the period to bring Kratos' story to life in-game cinematics and the main opening. A lot of hours were spent playing the first two games to get each key moment in his journey right.
Director: Karin Fong
Executive Producer: Anita Olan
Producer: Brian Butcher
Designers: Jeremy Cox, Theo Daley, Arisu Kashiwagi
Design Assistants: Alan Williams, Andrew Chung
2D Technical Director: Jeremy Cox
Lead Animator & Compositor: Theo Daley
2D Animators & Compositors: Ted Kotsaftis, Matt St. Leger, Dan DeGloria, John Stanch, Matt Tragesser, Dennis Go
3D Technical Director: Joshua Harvey
3D Animators: Joshua Harvey, Nate Homan, Dan Fine, Steve Talkowski
3D Particles and Effects: Luba Drozd, Rich Magan
Character Animations: Nick Johnnides, Matt Connolly, John Payne, Mike Ambrogi
Character Rigging: Lee Wolland
Lighting and Render Artists: Nate Homan, Yuliya Vinokur, John Payne
Editors: Corey Weisz, Eron Otcasek
Coordinators: Emily Nelson, Kacie Barton
End Credits Layout and Animation: Andrew Chung
For the premiere of this show, we decided to use the transformation from day to night to signify the awakening of their dark arts. I also had the opportunity to assemble the team from look dev through compositing, to execute my styleframes.
Client/Agency: Lifetime
SVP Brand Strategy and Creative: Tim Nolan
SVP Creative: Valerie Albanese
Creative Director: Vedia Ayvaz
Associate Producer: Benjamin Asher
Production Company: Juniper Jones
Creative Director / Director: Kevin Robinson
Director of Photography: Martin Ahlgren
Art Director: Theo Daley
Editors: Eli Mavros, Eron Otocasek
Executive Producer: Susie Shuttleworth
Live-Action Producer: Rayna Saslove
Post-Producer: Ruhiya Nuruddin
Associate Producer: Kyle McKevney
Storyboard Artist: Adrian Hashimi
Production Services Company (Vancouver): Means of Production
Executive Producer: David Bouck
Head of Production: Heinrich Beisheim
Producer: Jill Sartore
Art Director: Athea Boyes
Visual Effects Company – Fire: Catastrophic FX
VFX Supervisor: Allan McKay
Visual Effects Company – Color & Finishing: Artjail
Creative Director: Steve Mottershead
Executive Producer: Leslie McCartney
Music Company: Jingle Punks
Music Track: "Come As You Are" performed by Masha Shirin
Final Mix Company: Plush New York
Mixer: Michael Vitacco
Taking the concept of space and playing with the two key ingredients in this Smirnoff drink, I created frames to show the power as blueberry meteors collided with lemon planets.
A pre screening event to draw in thousands, my role was to take all the information and create a thread for the anthem spot.
A collaboration with Johanes Kurnia, this piece was an experiment to combine 3D with a more illustrative style.
hello@theodoredaley.com
917.325.2235
Theodore Daley is a two-time Emmy nominated designer, born in Toronto, Canada and currently based in New York City.
He has been recognized for his work on numerous projects ranging from TV, film, commercials, show packages, events, digital and print campaigns. Clients include AMC, NBC, ESPN, NIKE, NFL, Showtime, MTV, Ralph Lauren, Sony and Microsoft. His work has been published in numerous design publications and exhibitions worldwide.