Pre-Production Boardomatic

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Props CGI Development

Production 3D Modelling (Landscapes)

Developing the environment for Will required creating a space that complemented his personality, enhancing the narrative. We designed a happy world that reflected Will’s persona and purpose. Using softer edges and bright sunlight, the world feels lived-in. We crafted detailed textures, and atmospheric lighting while ensuring the setting has depth and scale to match the 3D character. Our goal was to create an interactive and immersive playground where Will’s presence felt natural and grounded.

Production Look & Dev

Creating shaders and textures for a 3D character that appears to be made from clay is a meticulous process aimed at capturing the tactile, organic quality of real clay. We developed shaders that mimicked the soft, slightly imperfect surface of clay, incorporating subtle details like surface irregularities, fingerprints, and the natural matte finish that clay often has.
Bump and normal maps were used to enhance the tactile appearance of the surface, ensuring that under light, Will reflected light in a way that mimicked the gentle, uneven nature of sculpted clay, resulting in a believable and tactile digital clay creation.

Ice Transformation

Back to The Master Final

Production Animatic

The Animatic is where rough animations and layouts are created to help map out the character’s actions and overall storytelling. Once approved, the character is fully animated, refining his motion to be fluid and realistic. Polish on expressions and secondary actions is the final step to creating beautiful and credible animation.

Finals Social Media Shorts Series

Along with delivering the master 30 second spot, we also collaborated with Riester to create additional 10 second videos of Will inside the gym for digital and social media use as well as still assets. Our character and environments are also fully prepped and ready to be repurposed for future marketing campaigns as needed, such a seasonal or promotional events.

Marketing Application Examples

Will Power brought a fresh, relatable face to the EōS Fitness brand, standing out in a market often saturated with polished, high-intensity messaging and visuals. By using CGI to emulate the charm of stop-motion, we delivered a flexible, cost-effective asset that could be repurposed across media. Since introducing Will, EoS Fitness reports that nearly 70% of engagement on its organic Instagram reels featuring the new mascot came from non-followers. A similar trend was seen on YouTube, where 99% of views were from non-subscribers with a 90% watch rate. EoS Fitness also found that the Will Power creative nabbed the top spot across its awareness campaigns on Meta, yielding a 50% CTR increase, 21% lower cost per membership purchase and a 9% lower cost per session year-over-year. Additionally, more than half of the visitors to the EoS Fitness landing page and “Meet Will Power” blog post were new users, with visitors remaining engaged for 22-24 seconds.