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3D Charmin Bears ‘Enjoy the Go’

Posted 2 years ago by Passion London

The well-loved family are animated in CG for the first time

3D Charmin Bears ‘Enjoy the Go’

 

Publicis New York has partnered with Passion Pictures to produce a new campaign for the toilet paper brand Charmin.  The two spots ‘Spooling’ and ‘Laundry’ feature the well-loved family of bear characters, Molly and Leonard and the three bear siblings Bill, Amy and Dylan who are animated for the first time in CG. The spots were directed by Russell Brooke and devised by Publicis creatives Dan Cohen and Steven Emry.  The bears were introduced as brand characters by Charmin in 2007, and are designed by Joanna Quinn.
 
Publicis NY approached leading character animation studio Passion Pictures to handle the transition of the Charmin bear characters from drawn, 2D characters into 3 dimensional CG characters, with fur.  Director Russell Brooke was chosen for his skill in bringing charm and humour to the performance of animated characters.  The animation was produced using XSI and V-Ray was chosen for rendering the premium soft bear fur.
 
‘Laundry’ features the Charmin Ultra Strong brand, which is indicated by red bears.  We open on Molly in the family’s laundry room where she is folding the young bears’ clothes.  The voice over explains that one of the ways parents can see how their children are growing up by the way they clean themselves in the bathroom.  As a quality product, Charmin Ultra Strong is 4 times stronger than the leading value brand and up to 4 times less can be used.  The youngest bear Dylan appears at the end of the spot with the pack and says” “We all go – why not enjoy the go with Charmin Ultra Strong.” 
 
 
‘Spooling’ features the blue bears representing Charmin Ultra Soft.  Molly and Leonard are in the sitting room when Molly hears a noise coming from their bathroom.  We cut to Dylan inside the bathroom surrounded by masses of toilet paper which is cascading out of the holder.  He’s clearly enjoying feeling its soft texture.  The voice over explains how Charmin Ultra Soft is made with extra cushions which make the paper soft and more absorbent and we can use 4 times less than the leading value brand.  Dylan comes out of the bathroom and says to Leonard, “don’t worry – there’s plenty left for you dad!”
 
 
Credits
 
Agency: Publicis NY
Creatives: Dan Cohen & Steven Emry
Agency Producer: Jennifer Guliner
Production Company: Passion Pictures
Director: Russell Brooke
Creative Consultant: Joanna Quinn
Producer: Ryan Goodwin-Smith
Exec Producers: Michael Adamo, Hugo Sands
Production Assistant: Anna Cunnington
Art Director: Stuart Hall
Head of CG: Jason Nicholas
CG Co-ordinator: Aline Ngo
Character Modelling: Mattias Bjurstrom, Raymond Slattery
Fur Grooming & Development: Alex Holman
Environment Modelling: Ian Brown, Florent Rousseau
Rigging: Chris Dawson, Jorge Bellot
Textures: Nikki Newman, Ellie Bond, Emma Berkeley, Gabriel Loques
Animation: Russell Brooke, David Sigrist, Cath Brooks
Lighting and Rendering: Stuart Hall, Paulin Cointot, Christian Mills, Cesar Nunes, Carlota Primo, Alex Holman
VFX: Jamie Franks
Concept Art: Painting Practice
Editing: Anne Monnehay, Tim King, Nadine Strohhaecker