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The Energizer Bunny Gets Bigger, Better & Bunnier with Camp + King

Agency puts a new spin on the iconic character with Mill+

The Energizer Bunny Gets Bigger, Better & Bunnier with Camp + King

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 modernised 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 stylised 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 conceptualising 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."

Creative Agency

Creative Agency: Camp + King

Creative Director: Rikesh Lal, Jesse Dillow

Copywriter: Lara Kesler

Art Director: Cameron Twombly

Strategist: Carlisle Hensley

Chief Creative Officer: Roger Camp

CEO: Jamie King

Head of Content Production: Stacy McClain

Senior Producer: Nicole Van Dawark

Brand Manager: Roxanne Cobbs, Ashlie Tubb

Brand Director: Melissa Stavish

Production Company

Production Company: Mill+

Director: Robert Sethi


Edit Company: The Mill

Editor: Hugo Vaughan-Hughes

Post Production / VFX

Post Production Company: The Mill

Producer: Antonio Hardy

Executive Producer: Pete King

Pre-Viz: Matt Neapolitan

Senior Producer: Anastasia Von Rahl

3D Artist: Victor Duncan, Krystal Sae Eua, Kris Kelly, Sophie Pince, Annie Zhao

Creative Director: Robert Sethi

Animation: Jacob Bergman

Production Coordinator: Daniel Beldy

Designer: Helen Hsu, Patrick Kipper

2D Lead Artists: Ben Smith

3D Lead Artist: Chris Bayol, Jason Monroe


Audio Post Production: Mark Meyuhas, Lime Studios

Sound Design: The Elements


Storyboard Artist: Vince Wei, Tristyn Pease

Animators: Jeffrey Lee, Mike Di Nocco, Bridget Warrington

Category: Electric , Utilities

Genre: Animation , Visual VFX