New York — Design and animation studio Nathan Love, working with agency Leo Burnett, created a darkly humorous new campaign for Kellogg’s Krave cereal, promoting its new s’mores offering.
The spot is the latest in their work with Kellogg’s, coming after a CGI redesign of Froot Loops’ mascot Toucan Sam and a series of CGI packaged goods projects for other brands like Chips Ahoy and Pop Secret.
“After the success of last year’s Froot Loops campaign, we were thrilled to have Leo Burnett and Kellogg’s return to us with another brand,” notes Nathan Love (http://www.nathanlove.com) ECD Joe Burrascano. “This was a fun change of pace — trading in the lush, detailed world we built in the Froot Loops spots for something more deliberately minimalist and graphic. It’s been a great opportunity to show off our range.”
According to Barrascano, Nathan Love was involved from the ground floor. “Leo Burnett provided us with a loose story concept, and we worked with their team to further develop it to have a beginning middle and end. We also designed all the character details and props that were needed to tell the story.”
Nathan Love’s animation features bold elements on an all-white background — which helps it standout from similar brand campaigns. The new spot brings together quirky comedy, complex choreography, and clever character design, building an attention-grabbing narrative into the tight :15 timeframe.
They used Adobe Photoshop to design and create key frames and texture, Autodesk Maya for all the 3D animation, Pixologic Zbrush for texture detail, and The Foundry’s Nuke for compositing.
The most challenging part (and this is true with all food-related commercials),” says Burrascano, “is finding the right balance of taste appeal and realism in the food-based characters.
“Particularly challenging were the oozy marshmallow and melty chocolate. We did a ton of research, which included eating nearly an entire bag of marshmallows, to understand how the product would toast and melt properly. We then used this information to make artistic interpretations that stylized the look and feel while still conveying the delicious qualities of the food.”