TV commercial and web promo for Redclick, Genertel’s brand dedicated to the Irish and Polish markets.
Client:
Redclick
Agency:
MC Saatchi
The Bunch
Core
Executive Producer:
Pietro Polentes
Executive Creative Director:
Riccardo Galimberti
Storyboard:
Rachele Santini
Illustrations:
Daniele Morganti
Animations:
Rachele Santini, Elisa Pellicone, Carmine Longobucco, Matilde Tiraboschi, Alessandro Rizzato
Compositing:
Rachele Santini, Matilde Tiraboschi
RedClick is Genertel’s brand operating in Ireland and Poland, and we created a series of TV commercials and web videos for both markets.
Genertel’s communication was originally developed primarily for the Italian market. As the brand expanded into other countries under the RedClick name, it needed new content tailored to these different audiences.
Having already worked extensively on the Genertel universe in Italy, we continued developing animated content for the Polish and Irish markets, working alongside a number of Italian and international agencies. The Irish communication agency Core, for example, involved us in the development of a series of TV commercials.
The challenge was to bring the Genertel visual universe into a distinctly Irish context, creating situations and environments that the local audience could recognise and relate to.
The same approach was applied to the films created for Poland, adapting characters, settings and situations to reflect the new audience while preserving the identity of the original visual world.
The initial ideas were developed and refined together with the agencies, looking for the right situations to tell in order to meet the objectives of each brief.
Our role was always to help guide these ideas towards the language of animation, shaping the stories into narratives that were engaging to watch while remaining sustainable from a production perspective.
The films were created for very different markets and audiences, so the challenge was to maintain a common visual identity while adapting each piece to its specific context and target.
The direction was also carefully designed to communicate each situation as effectively as possible, balancing the complexity of the scenes with the needs of the storytelling and the practical demands of animation.
The Genertel universe continued to grow, introducing new characters and environments for each market.
As with the Italian productions, the graphic assets and backgrounds were created using Adobe Illustrator and Photoshop, while Toon Boom Harmony was used for the 2D cel animation of the characters, animated on twos. Adobe After Effects was used for motion, additional animation and compositing.
The films were primarily broadcast across Polish and Irish television networks, as well as being distributed through the brand’s digital and social media channels.
