THE BRIEF
Based on characters from the DC Super Friends franchise, with focus on the Batman Gotham City universe, the toys were imagined in a comic book space, battling villains and ultimately dispensing justice. These extensive products ranged from small action figures to child sized robot toys, all of which were required to perform and interact.
OUR PROCESS
To achieve the wide technical requirements of the brief, the products were animated against chroma green/blue backgrounds on practical set floors to better knit the physical space with the CG environments. The on-set lighting was matched to the CG designs for each sequence, and a highly theatrical look used to reflect the comic book aesthetic.
Animation style also drew influence from the animated comic book world, with fast action sequences and recognisable motifs from Manga and other animated productions.
THE RESULTS
The ad achieved high engagement on social media platforms, entertaining viewers with its action packed story and fun aesthetic. The successful combination of practical floors and stop motion animation with digital 3D environments provided for a cohesive comic book universe, enhancing the look and streamlining the production process to meet the more complex needs of the product shoot in an efficient time frame. Based on the appeal of the initial advert, a re-edited version was later released.
CREDITS
Clients: Smyths Toys, Mattel
Agencies: Feed Films, Short & Sweet Studios
Animator: Emma Windsor
