Honeymoon + SmartyPants Vitamins
Motion Branding
Live Action
VFX
ECD
Ed Rhine
CD/Director
Brian Eloe
Executive Producer
Kate Swift
Producer
Katie Peek
Art Director
Samantha Mireles
Animation & Compositing
Samantha Mireles, David Rickles, Maria Cruz, Jon Drobil, Derek Superville, Adam Elder
Editorial
Alex Miller, Jeff Wilson
Producers
Chris Stoerchle
DP/Cinematographer
Matt Wise
Art Director
Gillas Correa
Wardrobe
Inana Bantu
Hair/Makeup
Meredith Cross
Audio/Sonic Branding
Coupe Studios
Taking a science-centric brand into an emotionally supercharged brand backed by science.
Our journey kicks off when a client or partner agency approaches us with a list of wants and needs—ranging from a detailed roadmap to a few scribbled ideas on a napkin (true story!). In this case, Honeymoon brought a fantastic vision and welcomed our input. That’s where SPILLT shines! We collaborate to enhance initial ideas and uncover the brand’s true needs, turning creative challenges into exciting solutions.
Refining the creative to it's essence, Honeymoon & Spillt arrived at addressing three key elements.
Having a static style-guide alone, is not enough. A brand is not fully developed until it's in motion for the masses.
There's a frequent belief in branding: develop a logo, define typography, identify color palettes, and set some rules and usage cases in a style guide. And, voila, you have a brand! What you don't have is a feeling of movement, excitement and brand voice. While SmartyPants provided a wonderful blueprint, stronger than many, in fact, there is a whole stage of development to set these foundational elements into motion.
We thrive in the realm of motion theory and crafting motion identity systems.
Our journey with SMARTY PANTS kicked off with two exciting focuses: exploring type animation and rigging Athena the Owl. These elements are vital for conveying a story brimming with delight, emotion, and energy. Our partners wholeheartedly embraced our recommendations, recognizing their importance in shaping their brand narrative.
Motion Considerations
How does typography support the brand?
How kinetic are the movements?
What is the interaction of Athena and talent?
How does the physical product shape relate to motion theory?
Playing and exploring led to some remarkable discoveries — using the physical gummy shape as a transition and super-sized interaction with the talent.
Athena, the owl, is an essential brand icon for SmartyPants. The movement and interaction was untapped.
While the brand toolkit provided some poses, rigging the owl to allow for movement and life was a task we leaped at. Although Athena is an extra character, her actions and movements are meant to complement human talent and not overtake it. Our rig solution allowed for just the right touches of personality and fun.
Green screen, trampolines, roller skates, awesome kids, animated friends and a larger-than-life gummy.
Production with kids can be an adventure. Lucky for us, we are kids at heart and thrive in the somewhat unpredictable nature of being on set with kiddos. Our major questions were—Who are the kids that will become the emotional hook behind the brand? How can we set them up for success on the shoot? The answer to both questions began in pre-production.
Our approach with SmartyPants and all of our brand partners, is to approach content creation that lasts beyond a single campaign.
For SmartyPants, we shot a library of footage to be injected into future social communication, awareness spots, and even broadcast commercials as a way of making an investment in "emotional capital" for the brand. Plus, the work in developing the motion system helps set the framework for how the brand moves going forward.
And, with twenty five (25) deliverables for a comprehensive social media campaign, high-res CG product renders, and a library of footage for future spots or updates to this campaign, that's how we Seize The Play.
Don't take our work for it. Look at what SmartyPants had to say, and they brought the receipts!
"What an amazing concept with an even better execution. Couldn’t be happier with this campaign and how it truly encapsulates the fun, science and energy of SmartyPants. THANK YOU for all of your ideas, enthusiasm and support!! Guess we could say that this campaign certainly was a..Smart Move, SmartyPants!!"
