Blur Studio recently completed a ten-spot series of commercials for Pepperidge Farm Goldfish crackers via Young & Rubicam, NY. The campaign is entirely computer generated and in 3D animation with direction Blur’s Leo Santos.
This work represents the campaign’s fourth season featuring the adventurous animated Goldfish characters, and is the first time the campaign presents a progressive story arc spanning 10 commercials. At the end of Season 3, “Gilbert” is separated from his friends when he gets sucked up by a vacuum cleaner. Season 4 is dominated by the search for Gilbert by his Goldfish pals.
“We selected Blur for Season 4 because we wanted an entire season of episodic spots with a cinematic look and feel. Blur definitely delivered and treated our commercials as they would a film or television project, with film-quality animation, environments and nuanced performances,” said Salima Millott, content producer, Young & Rubicam, NY. “Blur is not only incredibly creative, but are also just great people to work with.”
The first spot, “Blast Off,” debuts this week, and takes the Goldfish gang on a paper airplane ride out from under the bed in search of their lost friend. New spots revealing twists in the Goldfish mystery are set to drop every six weeks. This story arc represents the first time in the campaign in which the Goldfish characters explore new environments as they voyage out from under the bed and engage in action-packed antics that include flying down a staircase, going for a spin on a cuckoo clock and playing chase with a hound dog.
Said Al Shier, Blur Executive Producer, “A big part of the mission with Season 4 was to create an entirely new experience with more filmic quality, experimenting with lighting, depth of field and camera moves to engage audiences and immerse them in this animated world.”
Blur’s animation team worked on this campaign for a year, which included three months of pre-production and nine months of animation. Leo Santos directed the commercials and served as animation supervisor while Dan Rice worked as art director/CG supervisor.
Source: Blur Studios
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