The Mercedes-Benz “Fable” commercial, which aired during Sunday’s Super Bowl, was a fun reimagining of the classic story of the tortoise and hare. Back in August, we had the opportunity to work with the creative team behind the spot to create a storyboard. When Merkley+Partners approached us for artists, they knew they wanted a realistic look and we started pulling options. In the end, it was Doron Ben-Ami’s tight style that won them over, but the challenge was to deliver that style in just a few days. That’s when we decided to bring in Ben McCoy.
Working from a script, we started with some rough thumbnails to establish blocking and positioning. The pair worked together closely, with Ben pulling together swipe and helping to compose frames so that Doron could really take the pieces and run with them. His work helped set Doron up to create something really great.
It was also important that we get the right look for the animals. The creative wanted realistic animals that weren’t cartoon-like, but still retained character.
And that character is important when the crafty tortoise throws “slow and steady” out of the window and blows past a cocky hare in his speedy Mercedes-AMG GT.
Congratulations to Mercedes-Benz and Merkley+Partners for creating an amazing spot! And thanks to the talented Doron Ben-Ami and Ben McCoy for helping to bring the concept to life!
Capri Sun’s Big Pouch is a grown-up version of it’s now iconic juice pouch. We love the cheeky attitude of the Big Pouch Man – a slightly pudgy, yet charismatic spokesman. Our talented artist Alberto Gomez worked with the agency to develop the character and storyboard art.
Check out the finished spots below to see how the concept evolved.
When you aren’t treated with respect, it’s easy to feel like a child, tantrum and all. That’s the concept behind Nationwide’s Toddler commercial. Working with the talented team at Daily Planet and McKinney,Denis Luzuriaga brought the daily frustrations of the modern world to life.
Our hero character navigates a world where she is ignored and overlooked, that is, until she meets her Nationwide agent. Check out more animatic art below.
What if you had gotten so use to the smell of your home that you had no idea it was stinky? That’s the premise behind the Noseblind commercials from Febreeze. Using cats, dogs and sneakers, the brand points out that it’s easy to grow accustomed to the smells around your home, even if they are bad smells. Storyboards by Denis Luzuriaga.
Ever notice the way car commercials call out special features? These include slowing the commercial to draw attention to the antilock brakes or using digital overlays to highlight smart tech features. For their latest spot, Nationwide spoofed on this idea by emphasizing the most important safety feature in any car – you.
Animatic art by SB Studio. Production by Daily Planet. Agency McKinney.
By now, we’re familiar with Jana Kramer’s stealthy character in Nationwide’s Brand New Belongings campaign. The latest installation has Kramer performing a daredevil leap off of a building and into a smoke damaged kitchen. Through a variety of visual tricks, she replaces damaged items with sparkling new versions.
Joel Spector is a great talent and we couldn’t be more thrilled about his feature in the June issue of Pastel Journal.
Here’s an excerpt from the interview:
“Color fascinates me,” says the New Milford, Connecticut artist. “I want to feel its strength and the dimensions it creates. Many times I try to use the intrinsic value of a color to create the structure and form of what I’m painting.”
How do you market Smartblock, a post-harvest sprout inhibitor that restores dormancy to potatoes without affecting quality? With a bit of humor, of course! Smartblock is designed to prevent potatoes from growing sprouts once they’ve been harvested. To bring this point across in a fun way the agency, Woodruff Sweitzer, decided to feature a series of potatoes donning some sprout “hair dos.” The resulting images were the perfect compliment for the tagline: “No matter how they grow, sprouts aren’t cool. Burn’em.” Illustration work by Bernd Wagenfeld.
It seems like the buzz about Super Bowl begins months before the big game. Brands have begun sharing sneak peaks and viral video previews of upcoming commercials, pushing viewers to share and discuss ads before they air.
Newcastle and agency Droga5 decided to take this buzz to a whole new level with a new concept – if we had made it. Using the hilarious Anna Kendrick as their spokesperson, Newcastle released a behind the scenes interview discussing the commercial that was supposed to happen.
The follow up to the interview was the release of a video describing the commercial that was never to be, skateboarding cats and all. Or pigs. Whatever.
When they decided to take this idea one step further by parodying other brands commercials, we got a chance to provide storyboard art. Working fast and furious, we worked with Droga5 to put together funny versions of highly anticipated ads. During the Super Bowl Newcastle tweeted out You Tube videos with their version of each concept. Links to each concept are below. Art by The Fates Crew and Alberto Gomez.