Remember Chuckie and Ilong Ranger? They are today’s well-liked animated characters that have debuted as endorsers in a television commercial. Chuckie, the Cowboy, is the image of a popular chocolate drink while Ilong Ranger, the talking nose, stars in a hit commercial for a medicine brand.
The bright mix of colors, smooth transitions, and tactful dialogues fascinate viewers each time they appear on the screen. A lot have wondered whether foreign animators made the cartoons. But would you believe that these animated commercials were created here in the Philippines?
Opening its doors to animation, the advertising industry has welcomed Filipino animators in their roster of talents. Slowly breaking away from the traditional form of advertising, which means using models or celebrities as endorsers, the industry has learned to use this medium to execute a commercial.
Eventually, our Filipino animators have also ventured into producing TV series and full-length films in the international scene. The UK, Japan, and some countries in the Middle East are just a few of the Philippines’ clients for their animation needs.
Amidst this revolution in animation, one company is setting the standards for quality Philippine animation. Unconventional and funny, you’ll probably scream…Holy Cow!
Holy Cow—Setting the trend in Philippine animation
Named after a popular expression, Holy Cow! Animation Inc. was the brainchild of the husband and wife tandem, Dani and Marlyn Montano. Introducing a new look in advertising, Holy Cow uses 2D/3D animation for its TV commercials (TVCs).
Fascination over animation led this duo to embark into this highly competitive business. Dani, who had previously worked with several advertising agencies for their animation requirements, is the company’s Group Creative Director. His wife, Marlyn, manages the company and works meticulously on marketing the services of Holy Cow. Combining their knowledge in advertising and animation, it came naturally that they pursue a business that brought out their passion.
Joining the Montanos are some of the country’s most experienced animation directors, 2D/3D artists, and production coordinators who have extensively handled short and long-form animation productions. Seven years in the business, the company has collaborated with leading advertising agencies in the country and in the region.
All for the Love of Art
If it means sacrificing a bit of luxury, then by all means, it was Montanos’ pleasure of doing it. Without second thoughts, they have made several cost-cutting measures just to keep up with operation and funding of the salaries for their employees.
“Before we were employees so we were the ones getting our salaries. But this time we will be paying people and ensure having money for operations. So the first thing that we did is evaluate how much money we had and evaluate what are the clear essentials, such as, investing on equipments. We cut off all our credit cards except for an international credit card which we need for transactions and travel. It’s a temptation – credit cards are temptations! We wanted to have full consideration on the operation of the business,” Marlyn shares.
Aside from some financial concerns, the Montanos have to deal with skeptics from some prospected clients. Although it has been more than 20 years that entertainment giants such as Warner Bros., Walt Disney, Cartoon Network, and Hanna Barbera have been outsourcing to the Philippines for their animation requirements, animation in Philippine advertising seems unpopular. However through Holy Cow’s creative take on its cartoons, it convinced big players in advertising to tap a new age medium.
With the confidence given to them by their clients, the Montanos are inspired to excel in all their projects. For the love of animation, the duo together with 20 plus staff, dealt with criticisms, pressures at work, and extensive hours to give their clients quality and realistic cartoons.
“We have to prove ourselves na kaya namin e (that we can do it). We try to put or investments creatively. Good thing about the business is that we are able to use our contacts in TVCs. We know them and we were able to build a strong relationship with them. Another thing about advertising is that they are in the loop. They know that animation was used by big companies such as Coca-Cola in their advertisements. Nakaka-excite lalo na kung ipe-present mo ‘yung concept mo sa kanila (It excites us each time we present new concepts to them),” Marlyn added.
Animation in TV advertising
From movies to TV series, animation has tickled the emotions of both the young and the old. Its wide viewership became the thrust of Holy Cow in integrating animation to TV commercials.
Less drama, inexpensive cost – these are the reasons why the Montanos preferred animation over live action when producing a TV commercial. A good storyboard and imaginative play of characters are all it takes to come up with an exciting cartoon capable of promoting a product.
“In animation, you don’t have to deal with talents…you don’t have to pay them. Also, animation gives you an opportunity to create a style that you want. It can be anything. It can go beyond what live talents can do,” Marlyn points out.
To date, Holy Cow has produced TV’s popular animated TV commercials: Milo, Neozep, Chuckie, Nips, Globe Telecom, and Nokia Phonethics.
Filipino ingenuity in world-class animation
Aside from producing animated TVCs for ad agencies in the Philippines, Holy Cow also creates short and long-form animation abroad. Outsourcing their animation services, the company has produced TV ads and series in the Kingdom of Saudi Arabia (KSA), the UK, and France.
Although often compared to other cartoon channels for the similarities in style and characterization, the Montanos believed that Filipino animators, in general, have learned to adapt to an advanced technology, evolved from the traditional 2D art, and developed their skills in creating high-resolution and life-like digital animation.
Holy Cow may have also gotten their inspiration to draw more quality animation from the successes of some Filipino animators in big movie outfits in the US. Gini Cruz-Santos, for example, caused a sensation when she created Disney’s new and well-liked characters such as: Elastigirl and Violet of The Incredibles, Dorie of Finding Nemo, and Mike and Sully of Monsters Inc. Her achievements in animation became the standard of what Filipino artists can do in this technology-driven medium.
As many of our local animators and animation companies continue to establish their name in the international scene, the government is very vocal on its support to the industry. The Center for International Trade Expositions and Missions (CITEM), in particular, helps in building up the animation industry. Through their annual Outsourcing Conference and Exhibition, e-Services Philippines, CITEM highlights the superb talent and creativity of Filipino animators making the Philippines the preferred outsourcing partner of entertainment giants worldwide.
“CITEM has done a lot for the animation industry. They created an awareness that the government is actually promoting animation and is helping the industry to become better. ‘Yun ang magandang naitulong ng CITEM din sa amin (That’s the best thing that CITEM also did for us in our business). I think until now they have been helping with the promotion of the industry,” Marlane speaks on behalf of their fellow animation company-owners.
Filipino animators have arrived! Their creative skills, passion for work, and zest for life exudes as they imprint on blank canvass visual ingenuity. Consistent with the quality of work that surpassed even the most technical and industrial countries in the world, our artists’ boundless imagination and sensible storylines makes Philippine animation a pro among Asian counterparts.
To know more about Holy Cow! Animation Inc., log on to: www.holycowanimation.com.
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