Galaxy Tells Real Women’s Stories Through Mouthwatering Media Medley in New Campaign

Galaxy chocolate has joined forces with RadicalMedia for the launch of its latest mixed media campaign, ‘Your Pleasure Has Promise.’

Combining live action and animation, the campaign opens with a number of women enjoying Galaxy, before droplets of melted chocolate transform into an animated swirl transporting us to the communities connected to its production. Colourful artwork depicts the real female entrepreneurs that support these groups through their small businesses and education, as we learn about Galaxy’s commitment to helping them thrive.

The TV commercial will air across the UK and Canada, coming to the US in the latter half of the year.

Director Amirah Tajdin comments, “The challenge with this project was merging all the media - 3D and 2D animation, live action, and stock - but that was also the combination for creative freedom and how I wanted it to translate into a cohesive piece. The messaging was strong from the agency creative and the biggest liberty I had was getting to storyboard the animations for each woman's tale. Animation is a big love of mine and it's rare to get to do it in commercials, so I took this opportunity and had fun with it.”

She adds, “Casting for the live action actors was also a key element for steering away from the classic chocolate commercial - I wanted raw, relatable women on screen who didn't feel jarring against our cocoa farmers. In the end, weaving all these worlds together truly did feel like an elevated visual zine, a story of womanhood.”