Reactine - Breathe It All In
For this project, the brief from agency Wunderman Thompson was to show allergy sufferers how much of the gorgeous outdoors they will miss out on without Reactine.
The creative device was an ever-expanding backyard that grows to encompass all
the joys of nature.
Cinematic camera zooms, dynamic match cuts, and creative effects for the backyard fence helped us pack this ad with nature scenes covering the four seasons.
Colorscript
We needed to clearly show the four seasons in very little time, so defining the colours of each season was critical. We also wanted to use Reactine blues and multicolour burst to evoke the brand wherever possible.
Styleframes
Each scene was crafted to include authentic Canadian nature cues. From the Great Lakes to the Vancouver skyline, we researched the landscape for recognizable features.
Each outdoor moment includes a relatable activity designed to get people aching to go outside.
Character Design
The characters needed to be diverse and relatable for Canadians, as well as a good fit
for the outdoors scenarios they find themselves in. The characters are animated with traditional cel technique and combined with the landscape using 2.5D animation.
This allowed us to give them an intimate charm and still achieve the sense of scale and grandeur as the camera travels.
Breakdowns
CREDITS
Client Reactine
Agency Wunderman Thompson
Director Donat Aron Ertsey x AIRPLAN | Produced by Tonic DNA
Executive Producer Stefanie Bitton | Producers Nadim Chartouni
Production Coordinator Fanny Desseaux | Creative Planner Jay Caplan
Agency Wunderman Thompson
Director Donat Aron Ertsey x AIRPLAN | Produced by Tonic DNA
Executive Producer Stefanie Bitton | Producers Nadim Chartouni
Production Coordinator Fanny Desseaux | Creative Planner Jay Caplan
Creative Producer Donat Aron Ertsey | Creative Direction & Illustration Benjamin Kalaszi
Character Design Benjamin Kalaszi | Head of Animation Doma Harkai
Head of Character Animation Adam Wator | Storyboard & Layout Benjamin Kalaszi
2D Animation Adam Wator, Attila Fekete, Benjamin Kalaszi, Eszter Zsolnai,
Zsofi Csanki, Timea Horvath | Cleanup David Lizom, Vitez Gyurko, Eszter Kardos,
Character Design Benjamin Kalaszi | Head of Animation Doma Harkai
Head of Character Animation Adam Wator | Storyboard & Layout Benjamin Kalaszi
2D Animation Adam Wator, Attila Fekete, Benjamin Kalaszi, Eszter Zsolnai,
Zsofi Csanki, Timea Horvath | Cleanup David Lizom, Vitez Gyurko, Eszter Kardos,
Zsofi Csanki, Eszter Zsolnai | 3D Animation & Lead Composite Doma Harkai,
David Dell’edera | Composite Gabor Filkor | Production Coordinator Luca Wagner
Production Assistant Petra Katona
David Dell’edera | Composite Gabor Filkor | Production Coordinator Luca Wagner
Production Assistant Petra Katona
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