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Creative

LOBO Sprinkles Sweetness on Cumberland Packing Corp's Animated Ads

NYC-based studio partners with Razorfish to create ads showcasing trains of treats getting the sweet treatment

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.




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Agency: Razorfish

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

Animation: LOBO

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

Music: Marmoset

Sound Design and Mix: Sound Lounge

Category: Food , Sweet

Genre: Animation