Get ready to join us on this mouthwatering adventure
The heart of this freshly served campaign for Lamb Weston revolves around three delicious new proprietary snacks, each bursting with unique worldly flavors.
We took on production from shoot to post in a wide array of specialties using the latest available technological developments in computer graphics.
Meet the stars of the show
Texas cheese bite, Cyprus halloumi bite, and Mexican jalapeño bite. But what's a story without characters? To amplify the essence of these snacks, we introduced five captivating 3D characters who added a dash of personality to the mix.
3 cultural backgrounds, represented by 3 sets of characters. Each playing a role in presenting their respective snacks. Our goal, trying to capture the essence of each thematic commercial, all while maintaining a balanced harmony throughout the characters' designs.
Our design process, as always, was a finely-tuned endeavor, aimed at crafting relatable, humorous, and endearing personas. Our goal was to imbue these characters with a distinct design style, characterized by a miniature aesthetic.
These characters should feel handcrafted and all share the same unique design principles. Long and slender bodies for readable body language in any image format, outlined (and hand-drawn) facial details to direct the viewer's eye and tactile materials with oversized textures for optimal integration.
We had to balance cultural authenticity with humor and charm, aiming to make the characters resonate genuinely yet hilariously.
The rivalry between the drowsy sheriff and a snack-thieving bandit, the blooming romance between the Mexican dancer and her Sombrero-wearing dance partner and the rock-hard dynamic between the marble Cypriots.
Storyboards were integral for composition, layout and food styling on set. Usually this process helps us to finetune our storytelling and give us a sense of space and timing. In this case they served a double purpose.
Making edgy 3D content requires nerve, in this case it even required NeRF! A groundbreaking technology, which stands for Neural Radiance Fields. NeRF uses a neural network, which is like a super-smart computer program that can learn patterns from data. In this case, it learns how light interacts with objects and scenes. Using that information it builds a virtual 3D scene consisting of pointcloud data. This complex dataset can be used for a multitude of interesting scenarios, but in our case we simply needed to convert it to a 3D mesh. This 3D mesh was used to match with our live-action backplates, cast and receive our 3D character's shadows and reflections for seamless integration.
Photogrammetry is like 3D magic from photos. It turns pictures into models, helping us ensure that the model looks as much like the real deal as possible!