At Luck Dragon Media, we love a challenge that lets us flex our creative muscles and transport audiences to another era. Our latest project – an animated ad for Arizona Billboard Company – gave us the perfect opportunity to do just that. Tasked with crafting a 60-second animation that evokes the rugged charm of the Old West, we decided to rewind the clock and channel the spirit of classic Western films. The result? A visually striking ad that feels like it galloped straight out of a 1950s cinema reel. Here’s how we did it.

Hand-Painted Character Models: The Heart of the West

To bring the Arizona Billboard Company’s vision to life, we knew we needed characters that felt authentic, weathered, and full of personality. That’s why we turned to hand-painted character models – a technique that’s as timeless as the genre itself. Our cactus cowboy and saloon keeper were meticulously designed and painted by our lead animator Brad Peterson, layer by layer, to capture the texture of leather, the dust on a hat brim, and the glint in a gunslinger’s eye.

This hands-on approach allowed us to infuse every frame with a sense of artistry. By blending painting techniques with 3D digital animation – a style recently popularized by the award-winning series Arcane – we created a cast that feels both nostalgic and fresh – a perfect fit for a billboard company rooted in Arizona’s rugged heritage.

Flicker, Light Leaks, and Grain: Embracing Imperfection

No Old Western ad would be complete without the cinematic quirks that defined the golden age of film. To sell the vintage vibe, Michael Peterson leaned hard into imperfections like flicker, light leaks, and grain texture. These aren’t just stylistic flourishes – they’re storytelling tools that pull viewers into the dusty streets of a bygone era.

• Flicker: We added subtle frame stuttering to mimic the unsteady projection of an old film reel, giving the ad a raw, unpolished energy.
• Light Leaks: Strategic bursts of overexposed light spill across the screen, as if the footage had been kissed by the Arizona sun through a worn-out projector lens.
• Grain Texture: A generous dusting of film grain ties it all together, lending a tactile roughness that echoes the grit of the Wild West.

These effects weren’t applied haphazardly. Every flicker and leak was carefully timed to enhance the suspense and action.

CinemaScope Aspect Ratio: Widescreen Wonders

To truly capture the epic scope of the West, we opted for the CinemaScope aspect ratio – a widescreen format synonymous with the sweeping vistas of classic Westerns. CinemaScope gave us room to showcase the sprawling Arizona landscape and the larger-than-life presence of the Arizona Billboard Company’s message.

This choice wasn’t just about aesthetics; it shaped how we composed every shot. The wide frame let us stage dynamic scenes – like the intense entrance of our cactus hero – while keeping the focus on the client’s branding. It’s a nod to the past that feels bold and modern, proving that great ideas never go out of style.

Bringing It All Together

Arizona Billboard Company wanted an ad that stood out in a sea of sleek, modern marketing – and we delivered. By combining hand-painted character models with retro effects like flicker, light leaks, and grain, all framed in glorious CinemaScope, we created a piece that’s equal parts tribute and innovation. It’s a testament to our team’s passion for storytelling and our commitment to pushing the boundaries of animation.

So, saddle up and take a look at the final ad on YouTube. We’re proud to have partnered with the Arizona Billboard Company on this journey back in time – and we can’t wait to see what’s over the next horizon. If you like what you see here, imagine what we can do for you! Reach out today and let’s see what we can make together.