LOBO Sprinkles Sweetness on Cumberland Packing Corp's Animated Ads
Global creative studio LOBO sprinkles sweetness on Cumberland Packing Corp animated ads for their line of In The Raw sweeteners, including Stevia In The Raw, All-Purpose In The Raw, and Monk Fruit In The Raw. The natural, plant-based sweeteners open doors to an array of beverages, desserts and foods for all, as shown in LOBO’s animated storybook-style ads.
Created in partnership with digital agency Razorfish, the spots showcase trains of treats getting the sweet treatment all the way up to the dining table spread. The ad’s trademark hand-drawn style expands from a two-dimensional animation to an immersive three-dimensional experience, balancing a technically vibrant spot with a hand-crafted feel.
Starting with 2D watercolor sketches direct from the concept artist, LOBO retained the watercolor look and feel while animating the pieces in a 3D capacity. After finishing the illustrations, the studio used Cinema4D to make the animations from the 2D concepts, which they modeled, treated and applied the right materials to craft the expected final look. LOBO utilized After Effects to composite and give the spot the final touches, such as flickering watercolor fillings and boiling lines for an organic feel.
Chief Creative Officer: Brian Carley
VP, Group Creative Director: Bill Carlson
Creative Director: Steff Wilson
Senior Copywriter: Joseph Peltier
Senior Art Director: Lisa Donato
Agency Producer: Amber Richardson
Executive Producer: Jenny Lee
Brand Strategist: Sarah Dossani
Directors: Mateus de Paula Santos / Guilherme Marcondes
Executive Producer: Luis Ribeiro
Head of Production: Clara Morelli
Producer: Pablo Zurita
Post-Production Producer: Marcelo Barbosa
Illustration: Gerhard Assini
3D Animation (C4D): Rudi Gude / Marco Wey / Daniel Tres D / Leandro Spaletta
Motion Design: Marcos Rigobello
Sound Design and Mix: Sound Lounge
Category: Food , Sweet