Working with Love, Rushes whipped up some old-style animated creatures for a new ad campaign that sings the praises of Kerry Low Low Cheese.

 border=0 /><BR></div>
</p>
<p>
The simple task of making a bit of cheese on toast has been transformed into a full-scale musical production in a new commercial for Kerry Low Low Cheese. 
</p>
<p>
The 30-second ad created by Love and Rushes for Irish advertising agency Chemistry, sees various cartoon woodland creatures invade an old-fashioned-style kitchen to lend the live-action heroine a hand while singing a big musical number. 
</p>
<p>
The blending of old-style animated characters and live footage, combined with a sing-a-long song, is reminiscent of classic Disney cartoons of the 1940s and 1950s. 
</p>
<p>
Love director Ben Dawkins had initially considered a traditional cel animation route for the old-style cartoon animation, but instead opted for 3D because of the flexibility it offered in achieving the project turnaround of just ten weeks. 
</p>
<p>
“Cel animation was definitely on the cards in the beginning, but I really wanted to use CG as it’s so much more versatile as changes can be made quickly and painlessly,” he explains. 
</p>
<p>
Dawkins turned to UK post house Rushes to help realize his vision. Along with the brief, he provided Rushes with a detailed background story, character synopses, sketches, story and style boards, and worked closely with each member of the team to communicate the exact look-&-feel he was after. 
</p>
<p>
“Ben had a very clear vision of what he wanted to achieve,” explains Rushes lead 3D artist Andy Hargreaves. However, he gave the animators a huge amount of creative freedom to take the characters where they thought they should go. His laid back approach was very much about letting the animators do what they do best, and trusting in their talents to produce the results he was looking for... 
</p>
<p>
“Ultimately this worked very successfully, and at no stage throughout the process did Ben have to drastically overhaul any of the work.” 
</p>
<p>
<div class=inlineimage><img src= Print

Comments