Oreo's Wonder-filled Bedtime

“Bedtime” — that part of a child’s day for relaxing, getting comfy and setting sail into dreamland. Some nights, however, are easier than others.

 

Psyop and The Martin Agency came together with Smuggler on this nostalgic spot for Oreo, letting viewers see the world through the whimsical eyes of a young girl as she wards off sleep.

 

“We wanted all the inconsistent but endlessly fascinating actions and imagination of children to come through — fits, cuddles, deviousness,” commented Psyop Creative Director, Todd Mueller.

 

The story follows our pint-sized hero’s imagination through different scenarios she and her dad could have if he would only let her stay up for a cookie or two. Live action grounds the scenes in a cinematic reality while overlaid typography and illustration visualize the imaginative elements of her song.

 

“I have a six-year old son and working with an actor the same age was really familiar and fun,” said Psyop Creative Director, Kylie Mautlick. “The sincerity of Oreo’s message was uniquely special and we were able to capture some very natural, genuine moments in camera.”

 

Executing an even balance between the live action and animation was key during production and post. Working with The Martin Agency and Creative Director Jorge Calleja, Psyop blended natural lighting and simple but imaginative animation for a smooth and playful piece.

 

Credits
Client: Oreo
Project Title: "Bedtime"
Global Marketing Communications: Jill Baskin
Brand Marketing Director: Janda Lukin
Brand Manager: Kristin Hajinlian
Senior Associate Brand Manager: Susan Burris

Agency
Agency: The Martin Agency
Executive Creative Director: Joe Alexander (CCO), Jorge Calleja (GCD)
Creative Director: Dave Muhlenfeld (SVP/CD), Magnus Hierta (CD)
Art Director: Brig White
Executive Producer: Steve Humble (EP), Kathy Lippincott (Sr Producer)
Producer: Heather Tanton
Associate Producer: Caroline Helms
Account Team: Rich Weinstein (SVP/Group Acct Director), Laurel Busony (Acct Sup), Molly Holmes (Acct Exec), Chloe Bos (Project Manager)
Planning Director: John Gibson

Live Action
Production Company: Smuggler
Live Action Producer: Steve DeVore
Director: Psyop
Creative Director: Todd Mueller, Kylie Matulick
Director of Photography: Florian Stadler

Visual Effects
VFX Company: Psyop
Executive Producer: Luisa Murray
Producer; Shannon Alexander
Creative Director: Todd Mueller, Kylie Matulick
VFX Supervisor: Lane Jolly
Designer: Georgia Tribuiani, Velwyn Yossy, Zoe Wishart
Storyboard Artist: Hugh Keenan
Editor: Brett Nicoletti
Lead Technical Director: Kim Stevenson
Lead Flame: Kim Stevenson
Compostior: Kim Stevenson
Animator(s): Kendra Ryan, Dylan Spears

Telecine
Colorist: Kim Stevenson

Music
Music Company: Elias Arts
Composer: Fritz Doddy
Executive Producer: Kala Sherman
Original Music: Dave Muhlenfeld