Meet Junior. Junior Mini Croissant.
This is exactly the kind of brief that gets us feeling giddy with excitement. It’s hugely creative, will be put out to a big audience and it’s all underlined with being a bit unusual. We knew this was a job for us.
The stages of an animated advert
So where do you even start?
Once we had secured the project, the first step was brain storming and storyboarding. How do we use 30 – 45 seconds to sell Junior? Through lots of ideas, rounds of discussion and reiterations, the client settled on the idea that the croissant family work in a factory producing the mini croissants. The key features the client wanted included was that it was healthy, delicious, fun for kids and approved by mothers.
Next priority. Junior needed a makeover!
We started off with lots of concept artwork, designing different variations of Junior, asking ourselves questions such as “Where do his eyes go?” You can see that something as simple as this really changes his character.
This was the stage in which we allowed the client to be as prescriptive as they wanted to be. It is much easier to make tweaks earlier on. Through several iterations and client feedback, this gave us the main character; Junior as we know him today!
Then, he needed modelling in 3D, rigging, texturing and lighting. Here he is!
But it wasn’t just Junior, there was a whole family of croissants to design.
As well as the characters, we needed to create the factory in which all the croissants are produced. We designed concept artwork, sharing with the client so we could hone in on exactly what they wanted. The task was tricky, as they wanted a blend of industrial and homely, getting across both the scale of the operation, as well as the care taken over each individual croissant.
The inside was also meticulously designed. We needed the space to feel big, and the infrastructure to be really impressive. The actual factory produces two million croissants a day (!), and we needed to get this scale across, whilst still maintaining a magical feeling.
Once we had all the characters and environments, it was time to put the whole thing together and animate, light and render. We were also sent the (super catchy) music, and animated the croissants dancing and singing along.
We then delivered the final version you can see at the top, for its TV air date.
So there we have it, a start to finish project for an animated advert. This is indeed, how we roll.
Though this project took a long time due to pauses in production, we can generally turn something of this level round in a few months.
Are you looking to create an ad for TV or online? Get in touch!