General Mills • Star Wars
Art Direction • Technical Direction • Motion Graphics
Tasked with transforming a plastic spoon into a lightsaber from a galaxy far far away, while also adhering to the many rules that come with the largest film franchise in the world with Disney & Lucasfilm.
The original pitch for the spot was great, but it was missing a compelling ending. So this project actually started at the end, by coming up with the idea to have a Cheerio fly into the camera screen, wiping to the cereal lockup. Next was coming up with a lightsaber effect that wasn’t allowed to look like any effect scene in the films. To achieve this, we focused on the glow of the spoon, and a longer streak rather than a physical sword like saber. The use of the Anamorphic black bars helped separate the real from the dream world. All of this combines for a whimsical spot, and my own unique touch on the world of Star Wars.
This project started in pre-production, working closely with the Creative Agency to lock down the story arch. My next role was on set, as the Technical Director, making sure all elements were shot properly for ease of use in post-production. Then stepping into the role of Art Director, overseeing a team of 2D & 3D animators to bring the spoon-saber to life, and as an Animator in After Effects, tracking streaks of Trapcode Particular to the spoon, and adding atmosphere to the daydream environment.
Creative Agency: Saatchi & Saatchi
Post House: GPS
Very Berry Cheerios
Creative Direction • Motion Graphics
General Mills wanted to create awareness for their new product, Very Berry Cheerios. To do this, they wanted to create one :05 tag for the end of their already running national commercials. The tag needed to introduce the new product to a wide audience from children to adults, and not feel too distant from the commercial it was being attached to.
Endtag • Live Action
Endtag • Animation
My first role for this project was as Creative Director, working directly with the client to pitch a few directions for the spot. They liked the treatments so much, they wanted to move forward and produce two versions, one Live Action for adults, and one Animated for kids. Next, I took on the role of copywriter, charged with fitting several lines of copy into one :05 tag. And my final role was as the animator bringing the stop motion Cheerios to life using After Effects. The final result was two fun tags, one geared toward adults and one toward children.