Mad Ruffian Shares Good Fortune with Watercolour Spot for Panda Express
Mad Ruffian, the creative production collective, have collaborated with US-based creative agency Bailey Lauerman on their new spot, ‘Share Good Fortune’ for America’s favourite Chinese kitchen, Panda Express.
The spot highlights #ShareGoodFortune, the company’s campaign to redefine the meaning of ‘fortune’ while practising and inspiring thoughtful generosity. The campaign began as an internal effort last year to give Panda associates the space to acknowledge one another. Now, #ShareGoodFortune becomes a national campaign in America with the launch of the ‘Panda Express Fortunate Cookie’. Putting a twist on the traditional Fortune Cookie, the Fortunate Cookie is a way to be thankful for the good things in life, such as family.
The campaign, which plays out today in America, launches the ‘Panda Express Fortunate Cookie’. As opposed to the traditional Fortune Cookie, the Fortunate Cookie is a way to be thankful for the good things in life, such as family.
The charming, heartwarming spot draws on the feel-good factor of family; those who inspire you, make you laugh and show you kindness, ultimately making you feel fortunate. It uses a mixture of live action footage, which then transcends into water coloured 2D illustrated animation.
All the characters in ‘Share your Fortune’ have been hand-drawn and animated by Mad Ruffian’s in-house post and animation division, Ruffian Post. Bespoke for this project, they also developed a custom technique to digitally apply a water colour effect to the traditional 2D animation to achieve the final look.
Amanda Jones, Executive Creative Producer, Mad Ruffian commented: “It was such a pleasure to work closely with Bailey Lauerman to produce this film, which took six weeks to create. There is something very special about taking the time to commit to 2D animation - to draw every frame by hand. It’s a process that cannot be rushed and requires everyone involved - from the artists to the client - to really take a moment and think about the next step. It’s no surprise to us that because of the thought, care, and heart that goes into a project like this, the end result turns out to be something a little bit magical.”
Using watercolours and calligraphy in the animation pays homage to traditional Chinese art, and the characters were designed by anglo-Chinese artist, and Mad Ruffian collaborator, Candy Lo, who was featured in Marie Claire’s June issue as ‘One of London’s top Graffiti girls’.
Advertiser: Panda Express
Creative Agency: Bailey Lauerman
Post Production / VFX
Post Production House: Ruffian Post
Compositor: Harry Davidson, Toby Wiliams-Ellis
Production Company: Mad Ruffian
Production Assistant: Rose Greenwell
Executive Producer: Amanda Jones
Director: Mad Ruffian
Creative Director: Christopher Watson-Wood
Art Director : Candy Lo
Animation Director: Hannah Lau-Walker
Category: Conveniece , Food