Tag Archives: physics

Lurpak ‘Saturday is Breakfast Day’

Winning two DMA awards back in 2009, I thought I’d give some insight into how the animation effects in this piece were achieved.

I created this microsite for the Lurpak ‘Breakfast’ campaign with the guys at Carlson/Amia. I created all the animation prototypes for the various effects used throughout, some of which can be seen here.

I’m most proud of the crumbs animation and the code-generated interactive steam effect, which you can actually ‘blow on’ to cool down your porridge. Read on to find out how I did that and freaked out the client!

Techie Breakdown

  • Interactive crumbs. 1000 Bitmap objects randomly re-position themselves until they sit around the edge of the bread mask shape. Then animated with simple mouse interactive physics: force, velocity, momentum and friction all tweakable.
  • Interactive steam. Generated Perlin Noise moving through another perlin noise BitmapDisplacementFilter, to which user generated displacement can be applied by painting into the displacement map by tracking mouse movement or microphone activity. This is then all blurred and given slight cut-off with a threshold filter. Worked very well on a laptop, or if a mic/webcam is placed just under the monitor without a user knowing; then, when asked to blow on the porridge, they are delighted with what seems like magic and have no idea how it works – the client loved this.
  • Egg-timer interactive banner. Simple particle system with some physics and a draggable mask.
  • Do Not Disturb tag. Physics-based animation for the swing, for maximum realism. The rest is old-school timeline animated.
  • Fry-up triple banner. The three banners synchronise their object positions/velocities using LocalConnection to find and send updates to each other. I add a Time-To-Live to the data packets to avoid a feedback loop or other problems in case more/fewer versions of the banner are loaded elsewhere in the page.
  • Whisked letters. TextMetrics used to break a TextField into separate letters with code. Then, each letter is animated in a simple 3-D engine I created (basic single point perspective). Hooke’s law physics with momentum used to achieve the swirl motion and the letters are swapped out for a new sentence during the motion.
  • Hang-over breakfast. Just a blurred mask, though I prefer my original version – merging a blurred copy of an image over the original for a more ‘hazy’ look.
  • Other animation. Uses a combination TweenMax, maths and frame-by-frame, e.g. pancakes, bedroom door.

Mercedes Bend award-winning banner

What I love even more than creating animation: creating challenging code-driven animation.

This banner actually won some awards apparently, including NMA Campaign of the Month and was shortlisted for Cannes Lions.

For those that want to have a play with it, I tried to resurrect the Flash version using the Ruffle/WebAssembly emulator. On desktop it almost looks perfect. On mobile the cars may go invisible :/

So, here’s a video of the banner running…

How it works

The line dynamics itself is rather basic Hooke’s law physics stuff. But it took some experimentation to get a smooth curve drawn from end to end. Basically, it is a bezier curve and the ‘control points’ of the previous and next control points need to be in line.

The cars follow one of the line’s points with differing elasticity and damping. But the real pain in the backside was drawing the dashed line via code and ‘moving’ the dashes, in crummy early ActionScript (which had no API for programmatic dashed stroke drawing at the time). Luckily, I’m very persistent!

Some feedback I got from Bannerblog

I love this banner. A passerby mentioned the vans perhaps look too similar to each other (exactly the same, actually, aside from the color) but the interaction is instant and fun as hell to play with. Well done!

Posted by:Pace on November 11, 2007 8:53 AM

Good simple ad and the interaction is great, one thing that would really tighten the ad up is the line, the copy at the start feels a bit jarred, and I don’t think you need the line; ‘Life is tough, so are we’.

It should say; ‘Which is the safest van around?’ you roll over and then the line; ‘All our vans have ESP for safer driving’. Merc logo would then appear(Yes I know the client would love that).

Still a very good ad.

Posted by:Kevin on November 12, 2007 2:16 PM

what a fab execution of such a simple idea! love it.

Posted by:dubbs on November 12, 2007 8:08 PM

yeah. great execution. the smoothness of the interaction is very premium like.

Posted by:Wolo on November 13, 2007 12:47 AM

very clever. nice and simple, as well, gets the message accross in the right way.

Posted by: on November 13, 2007 6:02 AM

I kinda like it – but theres just one thing thats bugging me. The Blue van skids off the road, and it slides down to the right and comes to a stop in the banner space while the other van keeps driving. Shouldn’t it skid off the road and disappear up the banner as it has now come to a stop and is no longer moving along with the other van?

Or maybe I’m thinking about this too much and need some work to do… Pass me that D&AD annual.

Posted by:DrJones on November 13, 2007 10:55 AM

Interactivity with a purpose. I like it.

Posted by:Rob on November 13, 2007 9:28 PM

indeed, a very simple idea, but superbly executed. congratz.

Posted by:sparehed on November 22, 2007 11:32 PM