To celebrate how ‘every friendship has a twist,’ Twizzlers and Anomaly selected 16 artists to design a fun series of limited edition packaging, illustrating the various ways in which people enjoy Twizzlers together. Nice Shoes Creative Studio, led by Creative Director Matt Greenwood, came on board to introduce and explore the worlds of these packages with a vibrant animated 15-second spot with bold pop stylings.
Three of the limited edition packages are featured in the fast-paced spot, bringing to life the scenarios of car DJing, “ugly crying” at the movies, and studying in the library, before ending on a massive shot that incorporates all of the packaging. Each pack has its own style, characters, and colour scheme, unique to the original artists, and Nice Shoes was careful to work to preserve this as they crafted the spot.
“We were really inspired by the illustrations. We stayed close to the original style and brought them into a 3D space,” explained Greenwood. “There’s only a few seconds to register each package, so the challenge was to bring all the different styles and colours together within this time span. Select characters and objects carry over from one scene into the next, acting as transitional elements. The Twizzlers logo stays on-screen throughout, acting as a constant amongst the choreographed craziness.”
The Nice Shoes team utilised a balance of 3D and 2D animation, creating a CG pack while executing the characters on the packs with hand drawn animation. Greenwood proposed taking advantage of the rich backgrounds that the artists had drawn, animating tiny background elements in addition to the main characters in order to make each pack feel more alive.
“The team at Nice Shoes was incredible to work with. We were blown away from the first meeting,” said Anomaly Copywriter Roni Gellert. “They felt like real partners with us on the project and brought our ideas to life brilliantly and effortlessly,” added Anomaly Art Director Iva Prkacin.
“Working with Anomaly was great,” Greenwood concludes. “We were on the same page creatively as to what was working and what wasn’t. They were always very open to exploring the possibilities of what could be done with the concept, there was never a moment where we were scaling back; for everyone involved it was about being as bold as possible.”
Source: Little Black Book