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Top 6: October 5th 2011
Interactive
Doritos & Pepsi: Superpowerful Duo
Top 6: October 5th 2011
In a UK first, global super-brands Doritos and Pepsi Max have teamed up to bring fans the very latest in digital entertainment with a uniquely interactive online comic book which follows the adventures of two new superheroes, FireFingers and IceFist. The classic style comic book is inspired by the launch of the brands' exclusive complementary products, Doritos Jalapeno Fire and Pepsi MAX Citrus Freeze, which together create super-powerful combination of spicy hot and cooling lime.
AMV BBDO and The Mill produced an online comic, TVC and print work to create a campaign that had never been seen before. It was agreed from the outset that it was vital to stay authentic to the comic book world, to create unique characters and tell a compelling story that would excite the audience wherever they are. Lead by The Mill's digital creative team and by director Jonathan Vuillemin, The Mill directed, illustrated and animated the commercial and creatively developed, designed and built the full digital campaign, working closely with AMV BBDO. The 30 second launch spot, 'A Superpowerful Combination', completed over an eight-week period, acts as a trailer and traffic-driver to the campaign's digital centrepiece. The spot aired on Saturday 1 October during The X Factor on ITV1. The first task was the development of character and story. The Mill's illustrators and animators, Jonathan Vuillemin and Carlos Nieto, began designing the superheroes, the baddies and secondary characters. Mill digital creatives, Haydn Kerr and Nick Morland, began work developing the storyline with a well-known comic book writer. The third strand of work saw the digital team design the online experience - interactions, user journey, soundtrack and so on. Once AMV BBDO were happy with the characters and story for both episodes (yes there are two episodes folks) the comic book storyboard artist began work drawing up the pencilled frames. As he set to work, Jonathan and the Motion Design team, headed by Nils Kloth, began the animatic for the TVC. Lots of simultaneous workstreams to juggle! With pencilled frames signed off, they were then inked by hand and digitally coloured. This method was pretty time-consuming but follows the exact principals of creating a printed comic book. There were lots of late nights, but it had to be authentic. Once all the inked and coloured frames were supplied, The Mill could replace pencilled frames in both the online comic and the TVC whilst at the same time prepping assets for print. The motion design and Flash animation team worked wonders bringing simple, compelling animation alive for both principal executions. All of the myriad workstreams finally came together to deliver a fantastic integrated campaign, putting great character and storytelling at the heart of the experience.
Art Department: Nick Morland (Digital Design Director), Dhani Sutanto (Senior Digital Designer), Carlos Nieto (Character Design & Concept Artist), Jonathan Vuillemin (Character Design & Concept Artist), Russell Hossain (Lead Storyboard Artist), Reed Bond (Illustrator Ink/Colour), Drew Green (Illustrator Ink/Colour) RelatedAlso best this week |
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