Motion

Ben & Jerry’s - Broadcast Campaign

TaylorJames
GMUNK 8.5 D.S.H. 8 J.S. 8 P.K. 7 V.M.H. 8.5 A.M. 8 J.M. 7 V.C. 7.5 C.H. 6.5 P.T. 7.8 Creative 7.7 GMUNK 7.2 D.S.H. 6 J.S. 8.5 P.K. 7 V.M.H. 7.5 A.M. 7.8 J.M. 7 V.C. 7.4 C.H. 6.5 P.T. 7.24 Design 7.2 GMUNK 7.5 D.S.H. 6 J.S. 8.5 P.K. 7 V.M.H. 8.5 A.M. 8.3 J.M. 7 V.C. 7.8 C.H. 7 P.T. 7.47 Craft 7.5 GMUNK 7.7 D.S.H. 6.7 J.S. 8.3 P.K. 7 V.M.H. 8.2 A.M. 8 J.M. 7 V.C. 7.6 C.H. 6.7 P.T. 7.5 Total 7.5
When Mekanism approached TaylorJames with a brief to create a visual journey into the world of Ben & Jerry’s Cookie Dough ice cream, TaylorJames was delighted to work on a grassroots brand that went global yet stayed true to their beliefs. Not to mention, they never heard of anyone not liking ice cream! For a 30-second TV commercial, they created a journey that would take us from a spoonful of ice cream into the world of Ben & Jerry’s iconic cow, “Woody”, while they showcased the brand’s loud and proud support for fair trade, ethical practices and unmodified ingredients from around the world.
The Concept

Pre-planning and using intelligent creative solutions enabled them to produce this quirky and fun animation, while meeting the fast deadline to air on French TV early this Summer. The transition from the live action to the animated world was the most challenging aspect of the spot. The client referred to this as the “money shot.” Careful planning was needed to make sure they captured the appropriate movement for their transition. By pre-visualizing the spot, they were able to lock down timings and lay out a guide before they shot the live action scenes and progressed to animation.

Animatic
The Production

Within the confines of a tight budget, they applied several intelligent solutions to produce content with high production value. They used their 3D rendered environment and props to build complex scenes in a 2D animation package. This gave them the flexibility to meet the tight deadline, while giving the spot multiple dimensions.

TaylorJames did a considerable amount of compositing for the intro and outro scenes. This included keying hand holding the ice cream, compositing over stock background plates and adding effects. Handling the production from concept to finish, they completed editing in Adobe Premiere and color correction and treatment in After Effects.

By shooting all elements in one day, they were able to capture the intro & outro live action scenes with their female talent, as well as the spoon and the ice cream. For all other ingredients – the cream, vanilla and chocolate – they opted for photo real stock imagery. A shift in the creative direction forced them with a huge challenge during production. They had to change the look of the ice cream to better suite the brand guidelines. TaylorJames tackled this hurdle by using a combination of tracking techniques and 3D projection mapping to seamlessly composite a new ice cream look over the shot live action footage.
TaylorJames developed a 2D aesthetic utilizing a 3D approach to create the environment and props. Although this was not within the original scope, they felt it added value and helped give the scene more depth and interest while staying true to Ben & Jerry’s brand. Based on the storyboards, they developed the concept for the key props and then proceeded to model, texture, light and render the assets in detail including the landscape, mixer, catapult, parachute and milk truck.
VFX Breakdown
Final
Client
Mekanism
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