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Published on .

"We wanted to create a spot that you could touch, taste and smell," explains art director Eddie Snyder of a lushly animated TV campaign created by Fitzgerald & Co., Atlanta, for Atlanta's National Black Arts Festival, which opened July 29 and will run through Aug. 7.

Inspired by African artifacts and fabrics that Snyder has collected, one spot features a graphic ink-and-brush watercolor style composited over backgrounds of handmade paper to add texture and simulate a batik look. "It took seven days to create the world, but we can change the way you look at it in 10," says the VO. A second spot uses a more abstract computer-generated style that distorts images-including live action footage of an African tribal dance-to give them a liquid feel.

Animation credits to John Ryan and Steve Walker at Designefx, with music by Acous-tech, both Atlanta. Additional agency credits to creative director Jim Paddock and producer Chris Sigety.

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