Gravity ‘WHIPS’ up a ‘Shtoozim’
Award winning creative talent at Gravity meticulously craft another brilliant example of their ability to generate whole new realities in CGI. Preceding a triumphant win for Agency McCann Erikson at the AME awards, the success of their first Yoplait campaign resulted in a significant increase in sales from 0-43%. Sustained accomplishments and ingénues concepts such as the ‘Pelephone’ series, the international Post House and Agency continued their joint success with a second Yoplait campaign that exceeds the first.
The CG world was based on briefings from McCann Erickson inspired to promote Yoplait's new line of products for kids called 'Shtoozim'. Director Uri Shizer lead Gravity in the creation of a stylized paper world that is quaint, nonsensical and compilation of charming rhymes, inspired by Dr. Seuss.
The captivating product title ‘Shtoozim’ is a gibberish combination of the Hebrew words "Nonsense" & "Rhymes", constructing a strong comical identity that Gravity brought to life using techniques utilized through cardboard and paper characters intercut with live action faces of Children. Strong and memorable visuals alongside the catchy tune have meant that this commercial has been a triumph to both parents and their children alike.
The ''Whipping Narrative'' for the new line of Shtoozim products Whipped Creamy deserts was key to the success of this storyline. For Gravity it meant embellishing the stylized concept of the paper fantasy world with whisks, whips and fluffiness taking research and development by Gravity’s Art & Design department dedication and innovation. Successfully conveying the accurate look of ‘whipped’ lightness with living (animals and children) and non-living (carousel, whisk castle and a Ferris wheel) objects the whole production had a strict six weeks deadline, from concept, through development and design stages to compositing and delivery.
A linier process and development from the original 2D design into a world of 2D and 3D combined. Using 3D models as the base, designs were developed in 2D using Photoshop and eventually projected back on the 3D models. This permitted a greater freedom compiling and arranging the altered worlds and was further exaggerated by camera movements, emphasising all dimensions.
The Gravity team used Photoshop, designing all objects in 3D with Maya, compositing with Flame. All departments worked side by side on the project using Autodesk® FBX® asset exchange technology, enabling an exchange of data between the various Autodesk packages Gravity's pipeline is based on.
Supporting the success of the first and succeeding campaigns, Gravity formed a case study on the entire ‘Shtoozim’ campaign in a printed children’s book in English. Taking the element and inspiration from Dr Seuss and the creative world that was manifested by the design team it felt only appropriate. Contact elinor@gravity.co.il for a copy of the book.
the direct link to case study is –
http://www.gravity.co.il/Data/Uploads/Shtuzim_book_19.pdf
The direct link to the commercials is-
http://www.gravity.co.il/work/gravity-classics#/yoplait--shtoozim
