Lemonade3d blog

Being long time Lightwave users, we were all very happy to see that newtek has done a press release on our studio and our short animated movie “she who measures”

You can read the press release HERE

and here is a short brake down of the article:

In 2008, “She who measures”, an animated movie produced with LightWave, won the Fipresci Award at the International Animated Film Festival in Annecy (MIFA).

In 2009, the success story of Lemonade 3D studio continues: Thursday April 9th, Lemonade 3D won the Animated Eye Award(Best Animation Award) in Aspen Shortfest 2009.
More than 60 short films had been selected for the festival from 21 countries for this esteemed, five-day Oscar®-qualifying International Competition. By way of consequence ,“She who measures” is now eligible for the Oscars!

“We were honored to present SHE WHO MEASURES at Aspen Shortsfest 2009 and were delighted that it received such an enthusiastic reception from our audiences and jury,” the organizers said.

“She who measures” has been entirely produced with LightWave 3D® (more information below).

LightWave 3D® artists Veljko Popovic, director, Milivoj Popovic, lead-modeler and Marin Kovacic -lead animator- can pride themselves on their unprecedented success: beside Annecy and Aspen, since they first enrolled in Animafest festival in Croatia, the awards keep coming!!

She Who Measures…the success story!

The film

“This timely and provocative animation asks: Are we slaves to our society, or is there an escape after all?” (Aspen Shortfest)

The awards

Earlier in 2008, Lemonade 3D studios were selected for Animafest in Zagreb -Croatia-, supposedly the “second oldest festival in Europe” (it has been existing for more than 30 years). First award: they got a special mention for their animated film ‘She who measures’, ‘for using 3D animation in an organic and handcrafted way.’ All the more encouraging since 94 movies had been selected for the festival, including Oscar winner and Oscar nominee for short movies…The awards

Lemonade 3D?

Lemonade 3D studios were created five years ago. It first started as a game production studio and then it turned into Lemonade 3D, oriented towards 3D Graphics (games, TV, commercials…).

Veljko Popovic and his co-founers have been using LightWave 3D® for years, and keep being very enthusiastic about the software: “‘It is not very expensive but it has all the tools necessary to produce great looking graphics and rendering. Plus, it is very easy to incorporate Photoshop and LightWave 3D® to create the desired effects”.

We are proud to say that Newtek has included “She who measures”, a lemonade3d short movie produced by Kenges in their LIGHTWAVE 9.5 brochure!

You can download the whole brochure HERE

Annecy 2008

“She Who Measures”:
Consume Forever!
By Doris Senn

The Croatian filmmaker Veljko Popovic’s She Who Measures (Ona Koja Mjeri) is an animated short lasting about six minutes. Watercolors and paintings in black ink complement each other in a mixture of two- and three-dimensional animation.

She Who Measures tells the story of the creation of a set of filigree humanoids with large heads, which are bred in green water tanks. With Smiley-like metal masks over their faces, and equipped with shopping carts, they march in single file through a wasteland. The rhythm is set by a pot-bellied clown leading the small caravan. With his long staff, he conducts the little group, and from time to time, he literally shits sweets, tiny dolls and other colorful knick-knacks, which the small figures eagerly pick up and put into their carts.

This ambivalent activity is observed by a maskless maverick crossing the path of the group. He tries to divert the creatures from their routine and to tear their Smiley masks from their faces. In so doing, what was hidden behind each mask is revealed both to him and to us: A blaring television screen where the newest products are advertised non-stop — commercials we know well enough. Our hero’s efforts, however, are in vain: The clown puts everything back in place, and the small crew marches on. Whilst our insubordinate hero wearily plods through the barren wasteland, finally throwing himself off the edge of the world into an abyss, the little slaves of consumerism are at the end of their tether. They draw their last breath next to their jam-packed shopping carts … but the next generation is already growing in those green tanks.

She Who Measures is the first film by the 29-year old Popovic, who has studied art but earns his living creating computer graphics for the advertising industry. Accordingly he calls his debut film a “pleasant counterpart” to his commissioned work, which serves the consumer society he portrays here with such acrimony. Last but not least, Popovic considers his film to be a little satire about the latest social development in some Eastern European countries: The rapid opening-up to capitalism during the last decade, which has resulted in the establishment of countless private television stations that lull citizen with their programs, and a frightening increase in the number of consumer temples. However, She Who Measures captivates us not only with its social criticism expressed entirely through images, but also with its aestheticism — especially the suggestive background landscape (painted on corrugated cardboard, then scratched) through which the tiny figures proceed. The sheer expanse additionally accentuates the forlorn nature of the humanoids, mindlessly wasting their lives in chasing after the many useless objects in our world of consumerism.

Doris Senn
© FIPRESCI 2008

Doris Senn is a freelance film critic and works regularly for Swiss film magazines and newspapers. She lives in Zurich.

the original article can be found at

FIPRESCI

Catch our movie at the 3rd san francisco international animation festival held from 13-16 NOVEMBER at Lanndmark`s Embarcadero Center Cinema, presented by the SAN FRANCISCO FILM SOCIETY

SHE WHO MEASURES was honored with a special mention at the TINDIRINDIS festival in Lithuania.