ARM & HAMMER
Baking Soda
The Via Agency called on us to create four fun animated videos, inspired by the ways Arm & Hammer consumers utilize Arm & Hammer baking soda to get crafty, deck the halls, tidy up, or kick back and relax this holiday season.
THE ASK
Arm & Hammer had four uses for baking soda that they wanted to showcase: a baking soda sugar scrub, a gingerbread house, scented baking soda ornaments, and fruity clay soda to play with. They wanted fun and friendly videos, with cute characters in sweet animation style.
PRE PRODUCTION | STYLE FRAME
Our Creative Director, David Rasura was perfectly suited for this job with his passion for character animation and extensive experience in colorful storytelling. His can-do attitude and spirited humor would go on to create an easy and successful collaboration with the Via Agency. Working on many concepts and scripts, he found the best four stories for the videos.
PRE PRODUCTION | CGI
The vision was to create a clean environment with a 1950s vibe – the approach was to create everything in 3D. The Taylor James team went straight to work on designing the characters and environments to reflect this classic look and feel. During animation, David and the team acted out gestures and poses over video chats to find the best way to bring the characters to life. The final touches were accomplished with adding the lighting, special effects and lively soundtracks.
