HAPPINESS IS...
HERSHEY'S / Y&R
Client: Hershey's Latin America
Agency: Y&R
Agency Creatives: Marcos Moure, Ricardo Lopera
Production Company: Nakd / The Ebeling Group
Directors: Chris Bahry, Alexandre Torres
Producer: Samara Melanson
Music & Sound Design: John Black of CypherAudio
Illustration: Sebastian Onusfszak
2D Animation: Leo Mateus, Vini Nascimento
3D Artists: Vini Nascimento, Marcin Porebski, Alexandre Torres
Editor and Compositor: Chris Bahry
Assistant Producer: Valery Gore
In late Spring 2009, Y&R approached Nakd with a unique video project for Hershey's Latin American market. Rather than simply translating the American market's spots, the very open brief requested a fusion of graphics and live action built up around a series of phrases, each beginning with the words 'Happiness is...'. Over the course of the 6 week project, we worked closely with the with the team to refine each of the phrases and flesh out a visual story for each. Our friend, illustrator Sebastian Onufszak hand-drew elements that we converted into vector art in Flash and 3D models.
The biggest challenge was to somehow fit six distinct stories in a :60s spot and have them both flow into each other seamlessly and also be usable as modular components to create :30s and :15s cutdowns. We like to think of the piece as a fun mash-up and evolution of Jonas&Fancois' video for Justice 'Dance' and the neck-to-waist interactive graphics of HP's icon 'Hands' campaign.
The live action was shot using Red Camera on greenscreen and then re-timed in After FX to create the stop-motion effect. Animated elements were generated using a combination of traditional cell-animation techniques and 3D in Flash and 3DS Max.
For those whose Spanish is even worse than ours, the phrases in order of appearance translate to English as follows:
Happiness is...
'...more rock and less pop'
'...when your mother in law lives on another continent'
'...ctrl+z' '...love at first sight, and if not pass by for another look'
'...being the first to calculate the speed of darkness'
'...when the movie is better than the book'
Below is a selection of work in progress designs that show the development of the project.
Following a night of practice, our very own Leonardo Mateus (senior staff animator) courageously stepped in to play the role of 'Hershey's Guy' and did an incredible job.
Throughout the spot we combined traditional 2D animation techniques in Flash, with illustration elements rigged in 3D. The below video demonstrates how the mouth rig was set-up.
CREDITS
Client: Hershey's Latin America
Agency: Y&R
Agency Creatives: Marcos Moure, Ricardo Lopera
Production Company: Nakd / The Ebeling Group
Directors: Chris Bahry, Alexandre Torres
Producer: Samara Melanson
Music & Sound Design: John Black of CypherAudio
Illustration: Sebastian Onusfszak
2D Animation: Leo Mateus, Vini Nascimento
3D Artists: Vini Nascimento, Marcin Porebski, Alexandre Torres
Editor and Compositor: Chris Bahry
Assistant Producer: Valery Gore
ABOUT
In late Spring 2009, Y&R approached Nakd with a unique video project for Hershey's Latin American market. Rather than simply translating the American market's spots, the very open brief requested a fusion of graphics and live action built up around a series of phrases, each beginning with the words 'Happiness is...'. Over the course of the 6 week project, we worked closely with the with the team to refine each of the phrases and flesh out a visual story for each. Our friend, illustrator Sebastian Onufszak hand-drew elements that we converted into vector art in Flash and 3D models.
The biggest challenge was to somehow fit six distinct stories in a :60s spot and have them both flow into each other seamlessly and also be usable as modular components to create :30s and :15s cutdowns. We like to think of the piece as a fun mash-up and evolution of Jonas&Fancois' video for Justice 'Dance' and the neck-to-waist interactive graphics of HP's icon 'Hands' campaign.
The live action was shot using Red Camera on greenscreen and then re-timed in After FX to create the stop-motion effect. Animated elements were generated using a combination of traditional cell-animation techniques and 3D in Flash and 3DS Max.
For those whose Spanish is even worse than ours, the phrases in order of appearance translate to English as follows:
Happiness is...
'...more rock and less pop'
'...when your mother in law lives on another continent'
'...ctrl+z' '...love at first sight, and if not pass by for another look'
'...being the first to calculate the speed of darkness'
'...when the movie is better than the book'
STILLS
PROCESS
Below is a selection of work in progress designs that show the development of the project.
Following a night of practice, our very own Leonardo Mateus (senior staff animator) courageously stepped in to play the role of 'Hershey's Guy' and did an incredible job.
Throughout the spot we combined traditional 2D animation techniques in Flash, with illustration elements rigged in 3D. The below video demonstrates how the mouth rig was set-up.