The Mill worked closely with director Manes Duer of Slim Pictures and Leo Burnett to bring Kellogg’s iconic Tony the Tiger to life in the latest Frosted Flakes campaign.
Tasked with updating Tony through fresh eyes and for the new generation, the VFX team built on 67 years of historic content, taking a variety of previous incarnations into account to make the new Tony grrreat!
After extensive character design exploration, the creative team agreed on a “2.5D” approach: a hybrid of 3D and Design, enabling the creatives to have ultimate control over the artistic style, whilst ensuring maximum pipeline efficiency.
Adam Carroll, Head of CG comments "In order to re-imagine Tony, we needed to know where he started and where he came from. We looked at the design evolution Tony has undergone over the years: not only from a graphic standpoint but how his personality evolved and how he interacted with the world around him and the people in it.
From there, we decided to create a CG character that incorporated design driven graphic textures and line work as well as surfaces that would allow him to sit in real world environments. Tony's final look is a bit of a blend between realistic 3D rendering and his roots as a 2D animated character. Who knows where we'll take Tony next?"
CreditsCredits
Agency
Agency: Leo Burnett
Senior Producer: Alethya Luiselli
Creative Director: Jordan Doucette
Creatives: Aaron Pendleton, Sam Cote & Ryan Dzur
Associate Producer: Chris Totzke
Account: Carly Richter
Production Company
Production Company: Slim Pictures
Director: Manes Duerr
Executive Producer: Tom Weissferdt
Producers: Adrianne Victory & Al Cooper
Director of Photography: Michael Schindegger
VFX Production
VFX Production: The Mill
Executive Producer: Peter Hullinger
Producer: Matthew Engel
Production Coordinators: Dylan Ptak & Umesh Chand
Shoot Supervisors: Adam Carroll & Steve Eisenmann
VFX Creative
VFX Creative: The Mill
Creative Director: Jeff Boddy
2D Lead Artists: Andrew Pellicer & Udesh Chetty
3D Lead Artist: Steve Eisenmann
2D Artists: Eric Deinzer & Leandro Vazquez
3D Artists: Hubert Wozniak, Andrez Aguayo, Murali Krishna Reddy, Bharat Ediga, Raj Kumar M, Rijo R, Sathyaraj A, Dhanesh Sudhakaran, Somesh Tiwari, Joshua Merck, Mari Chung & Matt Sackley
Design: Luis Roca, Adrian Navarro & Sydney Tan
Editorial
Editorial: Whitehouse Post
Editor: Deb Schimmel
Edit Assist: Alex Kane
Producer: Dawn Guzowski
Colour
Colour: The Mill
Colourists: Nick Metcalf & Oisin O’Driscoll
Executive Producer, Colour: Rochelle Brown Colour Producer: Dan Butler