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Friday, November 09, 2007

yU+co Creates Buzz for Bee Movie Main Titles


+ On the heels of their acclaimed main title sequence work for the Warner Bros. summer blockbuster 300, yU+co, the three-time Emmy nominated creative design studio founded by Creative Director Garson Yu, has created another blockbuster movie main title sequence for DreamWorks Animation's latest release, Bee Movie.
yU+co's work on the film actually marks the first time DreamWorks Animation has ever worked with an outside company on a main title sequence. Released on November 2nd, the highly touted animated film stars a high profile cast led by Jerry Seinfeld and Renée Zellweger.
"The goal for us is always to engage the audience and give them a reason to stay in their seats and watch the titles," Yu says. "The fact that DreamWorks Animation came to us to create something that will keep theater-goers watching is a testament to both their desire to acknowledge the craftspeople who worked on the film and in our ability to deliver something special each time."
David Garber, yU+co's Executive Producer, noted that one of the reasons DreamWorks Animation awarded main title sequence duties for Bee Movie to yU+co was because they wanted something special that didn't look like anything else in the film.
"Everyone involved wanted a different look at the end of the film," Garber says. "Since the film features a highly-detailed 3D animation look, our approach for the title sequence was to create a 2D painterly look as a counterpoint to the 3D look of the movie."
yU+co also rounded out the visuals with a story line that the filmmakers loved. "We pitched against several other companies for this and what the client responded to in our pitch was the concept of a day in the life of a bee," Yu explains. "We wanted to follow the bee on the little adventures that he likely goes through every day."
The title sequence begins with gold and orange hued environment inside a beehive where we see a bee's journey from inside the hive into the world outside where he encounters one danger after another, including pesticide spray, the windshield of a speeding taxi and a fast-moving spider. Eventually he returns back to the hive and flies into a stylized honey-producing factory, all the while playfully interacting with the letters and names in the credits. The end result is just over eight minutes of brilliant 2D animation with a clever narrative that will keep audiences watching till the last frame. For yU+co,
Bee Movie is the culmination of a busy few months that also included creating main title sequences for several new films in genres ranging from Ridley Scott's new crime drama American Gangster (Universal Pictures), Ang Lee's award-winning drama Lust, Caution (Focus Features) and the romantic comedies Dan In Real Life (Touchstone Pictures) and Tyler Perry's Why Did I Get Married? (Lions Gate). Additionally, yU+co has created the main title sequence for Disney's highly anticipated comedy-fantasy-musical, Enchanted, and the drama August Rush (Warner Bros.), which both open on November 21st.
Watch title sequence video


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