Sometimes, even the toughest of us can get a little emotional. One such creature revealing his sensitive side is Bobby, a gruff cat from the Bronx and star of the latest humorous campaign from Cat’s Pride - celebrating their mission to support cat shelters across the country.
To tell the story of this seemingly stoic feline, independent creative agency Cramer-Krasselt called upon Oscar-nominated VFX studio The Embassy to create an entire CG world - from the milk bottles on the porch to Bobby himself.
Helmed by The Embassy’s Creative Director David Casey, the spot sees Bobby reveal his sensitive side to the audience, explaining that with every purchase of Cat’s Pride, a pound of litter also gets donated to a shelter - every time he goes to the bathroom, he’s helping out another cat. Realising he’s getting emotional about the good deed, Bobby quickly deflects, asking ‘who’s cutting onions over there?!’.
After setting up shop in LA earlier this year with new EP and MD Kenny Solomon, The Embassy’s US base offered local support to the agency and client alongside their extensive expertise in VFX - providing creative solutions to any issue faced during production. With Coronavirus restrictions in the mix, The Embassy proposed making the adverts fully CG, allowing for full art direction over every aspect of the spot. The team were able to control everything, from the specific background scenery to the exact breed of cat - whilst establishing the perfect mannerisms to complement Bobby’s personality.
After sourcing a voice artist and recording all of Bobby’s lines, The Embassy worked closely with Mathew Griffiths, editor at Cycle Media, to provide a pre-vis for the client, establishing an early look that allowed them to nail down the performance and timings. Focusing particularly on the fur and eyes, The Embassy breathed life and personality into the secretly sensitive cat.
David Casey, creative director at The Embassy, comments: “Despite the challenges posed by coronavirus, we were able to pivot the brief and ultimately create an entire CG advert from scratch, meaning we could source the perfect ambassador for Cat’s Pride. Over 90% of our projects pre-covid involved collaborating remotely with creative teams across the globe, so the transition during the current situation was seamless and hassle free for all involved.”
The Embassy has followed up Bobby's spot with a look into the life of Charlene, a Russian Blue.
Agency: Cramer Krasselt
Executive Producer: Dinah Goris
Line Producer: Dinah Goris
Art Director: Jim Root
Creative Director: Chad Verly
Group Creative Director: Todd Stone
Copywriter: Sandy Derhovsepian
VFX Studio: The Embassy
Founder / Executive Producer: Winston Helgason
Managing Director/ Executive Producer (US): Kenny Solomon
Creative Director: David Casey
VFX Producer: Danielle Kinsey
VFX Supervisor: Michael Blackbourn
Asset Supervisor: Paul Copeland
Comp Supervisor: Nick Whiteley