To promote the new Old Spice Bar to gamers and otakus across Latin America, P&G launches an animated series in honor of Japanese anime that tells the epic story of a powerful deodorant in its battle against sweat, the stench and all of it. bad.
Signed by Wieden+Kennedy São Paulo in partnership with Combo Studio, the project features a musical opening and three unique episodes portraying the encounter of our protagonist with the greatest nemesis of a modern deodorant. Check out one of the animation episodes below:
With scripts by Wieden+Kennedy, the piece was produced in traditional 2D in an animation process that involved more than 20 professionals from Combo Studio, from storyboarding to editing and post-production. Marcelo Pereira, partner at Combo Studio, also spoke a little about the animation made for Old Spice, check it out:
“The main challenge is the complexity of the animation. We needed something fluid, with characters with human characteristics, but at the same time, objects – deodorants, in this case. In addition, it was necessary to always respect and honor the Old Spice brand and Japanese animations. […] Within the briefing, we had a lot of freedom to suggest scenes, cuts and designs. We had a very healthy exchange. Both W+K’s suggestions and ours have always been in favor of the best quality of the project.”
In addition to Marcelo, Felipe Paiva, W+K’s creative director also concluded:
“When the work is combined with personal passions and with the right partners, the result is always promising.”
The pieces will be shown on social media and you can watch all the pieces by clicking here.
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