California Milk Processor Board: Sad Princess

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Released:	May 2009
Advertiser:	CALIFORNIA MILK PROCESSOR BOARD
Agency:	GRUPO GALLEGOS
Country:	USA
Category:	Public awareness messages
Awards:	FIAP 2009 TV Silver
Tags:	DAIRY PRODUCTS

Credits:

Client: California Milk Processor Board
Agency: Grupo Gallegos
Chief Creative Director: Favio Ucedo
Group Creative Director: Juan Oubiña
Associate Creative Director: Saul Escobar
Associate Creative Director: Curro Chozas
Copywriter: Edgar Hernandez
Agency Producer: Carlos Barciela
Account Director: Caro D’Antuono
Director: Psyop
Psyop Creative Directors: Marie Hyon, Marco Spier
Design Director: Haejin Cho
Executive Producer: Lucia Grillo
Producer: Michael Neithardt
Assistant Producer: Tarun Charaipotra
Lead 3D Artist: Christian Bach
3D Artists:
Florian Witzel
Jacob Slutsky
Ted Kotsaftis
Jimmy Gass
Todd Akita
Jae Ham
David Barosin
Alvin Bae
Tony Jung
Dan Fine
Rie Ito
Jeff Lopez
Xuan Seifert
Jonah Friedman
Jason Vega
Genessa Chamberlain

3D Animators:
Jason Goodman
Michael Shin
Alejandro Castro
After Effects:
Jason Conradt
Ted Kotsaftis
Fred Kim

Designers:
Gordon Waltho
Anh Vu
Pete Sickbert-Bennett
Jungeun Jaye Kim

Storyboard Artist: Ben Chan

Software Developer: Andreas Gebhardt
Music: Nylon Studios
Sound Mix: AZ Los Angeles
Sound Engineer: Gonzalo Ugartec



Psyop Creative Director Marco Spier on CMPB Legends 2 Sad Princess & Medusa

Milk and PMS, who knew. What were your initial reactions to the boards?

Sad Princess and Medusa are your typical fairy tales. Fairy tales commonly attract young children since they easily understand the archetypal characters in the story. And in this case, we created these fairy tales for a mass audience.

When telling a story in less than 30 seconds, it is good to have a story and metaphors that is easy to get. Our stories follow the same fairy tale formula: a princess finds a savior to love and has a happily ever after ending. Our little sad princess, she is saved. Thank god for the brave prince because he is able to break the monthly curse and tame unruly hair by bringing her the Holy Grail that is the "product" (ahh advertising).

Anyway, this is a very stereotypical theme in which we are telling the story and the romantic, painterly style pushes the idea even further.

We are staying true to the format of fairyt ales and even had the narrator to help guide the audience along. We had a great time coming up with the characters and the look for these Fairy tales. The stories told by the narrator surprises you at the end by presenting you with the fact that milk reduces the symptoms of PMS and can make your hair healthy, which gives the classic fairytale an unexpected contemporary twist...
In Sad Princess, tell me about why you chose to illustrate her emotions as a destructive sea?

We had a lot of fun coming up with the possibilities of her wrath. And thinking about how to transition from her tender little tear drop-into wreaking havoc on the town's men, before turning into a tumultuous ocean, in a legendary storm, all in 2.3 seconds.