Fluffy Little Tail Camp + King San Francisco para Energizer

Fluffy Little Tail

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Sector Baterías
Media Publicidad en TV y cine
Mercado Estados Unidos
Agencia Camp + King San Francisco
Creative Director Robert Sethi
Art Director Cameron Twombly
Copywriter Lara Kesler
Agencia de production The Mill
Director Robert Sethi
Publicado octubre 2016

Creditos y descripciones

Category: Electronics, Technology
Media: TV
Advertised Brand: Energizer
Campaign Title: “Bigger, Better, Bunnier”
Advertising Agency: Camp + King, San Francisco, CA
Agency website: http://camp-king.com
Partner & Chief Creative Officer: Roger Camp
Partner & Chief Executive Officer: Jamie King
Creative Directors: Rikesh Lal, Jesse Dillow
Art Director: Cameron Twombly
Copywriter: Lara Kesler
Director of Content Production: Stacy McClain
Senior Producer: Nicole Van Dawark
Brand Director: Melissa Stavish
Brand Supervisor: Roxanne Cobbs
Brand Manager: Ashlie Tubb
Strategy: Carlisle Hensley
Production: Mill+
Director: Robert Sethi
Editing Company: The Mill
Editor: Hugo Vaughan-Hughes
VFX & Design: The Mill
Executive Producer: Pete King
Senior Producer: Anastasia Von Rahl
Producer: Antonio Hardy
Production Coordinator: Daniel Beldy
Creative Director: Robert Sethi
2D Lead Artist: Ben Smith
3D Lead Artist: Chris Bayol, Jason Monroe
Animation Lead: Jacob Bergman
Animators: Jeffrey Lee, Mike Di Nocco, Bridget Warrington
Previz Lead: Matt Neapolitan
3D Artists: Victor Duncan, Krystal Sae Eua, Kris Kelly, Sophie Pince, Annie Zhao
Rigging: Fabian Elmers
Fur: Tamara Garabedian
FX: Berk Hakguder
Concept Artist: Lisha Tan, Sylvain Deboissey, Jamie O’Hara
Designers: Helen Hsu, Patrick Kipper
Storyboard Artists: Vince Wei, Tristyn Pease
Title Design & Animation: MK12
Music & Sound Design: The Elements
Audio Mix: Mark Meyuhas, Lime Studios
Business Affairs: Tricia Krasneski
Published: October 2016
Description:
After 27 years of drumming across the screen, the Energizer Bunny is still going – and now, he’s got a whole new look. Camp + King worked with Mill+ and Director Robert Sethi to put a modernized spin on the brand in a series of CG spots for Energizer’s latest campaign, allowing the fluffy icon to fully embrace his one-of-a-kind personality with ‘Bigger, Better, Bunnier’ animation and character design.
“There are few advertising icons that are as famous as the Energizer Bunny and while we kept his shape familiar, I'm excited to present him in new detail, and having him show up in more mediums,” said Camp + King Partner and CCO Roger Camp. “The executions we've done so far are just the beginning, as we have a bunch of new ways we're going to be rolling out the Energizer Bunny over the next few months.”
The concept was to revisit the design of the Energizer Bunny to match the progression of the brand, kicking up the animation while retaining elements of his foundation as an animatronic puppet and, most importantly, bringing more of the character’s personality to life than ever before.
Mill+ set out to strike a balance between a realistic and stylized look, a process that would heighten the Energizer Bunny’s physical appearance and performance range. The VFX & Design team conducted a variety of animation tests to establish the way in which he’d move about the scene, built a brand new set of plush CG fur, and lit the character model to maintain his realism once composited into the CG environments. His range of motion was also extended to give him more room to express himself; he’s now capable of communicating everything from “Huh?” to “Rock on.”
Sethi said, “This campaign allowed us to draw on all areas of the Mill+ business and deliver a complete, end-to-end solution, from conceptualizing the new design to animating, lighting and rendering. We used quite a range of skills – character design, fur grooming, texturing, compositing, character animation – to help usher the Energizer Bunny into this next phase."