Reactine - Best Backyard
For this project, the brief from agency Wunderman Thompson was to show allergy sufferers how much of the gorgeous outdoors they will miss out on without Reactine.
The creative device was an ever-expanding backyard that grows to encompass all
the joys of nature.
Cinematic camera zooms, dynamic match cuts, and creative effects for the backyard fence helped us pack this ad with nature scenes covering the four seasons.
We needed to clearly show the four seasons in very little time, so defining the colours of each season was critical. We also wanted to use Reactine blues and multicolour burst to evoke the brand wherever possible.
Each scene was crafted to include authentic Canadian nature cues. From the Great Lakes to the Vancouver skyline, we researched the landscape for recognizable features.
Each outdoor moment includes a relatable activity designed to get people aching to go outside.
The characters needed to be diverse and relatable for Canadians, as well as a good fit
for the outdoors scenarios they find themselves in. The characters are animated with traditional cel technique and combined with the landscape using 2.5D animation.
This allowed us to give them an intimate charm and still achieve the sense of scale and grandeur as the camera travels.
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