Client: Pringles
Country: United Kingdom
Agency: Digitas LBI
Creative Director: Matt Watson
Agency Producer: Alice Dunoyer
Creative: Jonny Palmer
Creative: Rachael Kendrick
Production Company: Dark Energy Films
Director: Chris Strong
Executive Producer: Matt Brown
Producer: Mickal Colker-Pearlman
Editor: Christian Lyndon
Animation: Cookie Studio
Creative Director: Thiago Maia
Producer: Thierry Levy
Design: Alexis Rabeuf, Julia Olsson & Nicola Destefanis
VFX Supervise: Thiago Maia
3D Tracking and Animation: Alexis Rabeuf & Nicola Destefanis
2D Animation: Alexis Rabeuf, Julia Olsson & Nicola Destefanis
Cell Animation: Josep Bernaus Valls
Published: March 2018
Synopsis:
Pringles have launched a series of animated films that transport us to new worlds with their classic potato chip flavours. Dark Energy, DigitasLBi and Cookie Studio created the quirky spots with the snack brand. In each mixed-media film, characters take a single bite of a Pringles flavoured chip and is momentarily propelled into a tantalising fantasy universe of taste immersion.
In each of the six 20” commercials - ‘Hot & Spicy’, ‘Paprika’, ‘Spring Onion’ ‘Sour Cream & Onion’, ‘Nacho Cheese’ and ‘Texas BBQ’ – the all-consuming taste experience of the snack evokes an epiphany moment for the taster, depicted by their entering of a vivid and colourful mixed-media land. In ‘Hot & Spicy’ the character takes a bite of the flavoured chip and, in a moment of taste ecstasy, is transported from a friend’s kitchen to an animated platform where they comically pole dance around a chili tree to an audience of chili’s and Pringles chips, whilst dressed in a firefighter’s uniform. Mixing humour and escapism, viewers return to the kitchen, where, Pringles in hand and eyes closed, the character is still jigging away to the imaginary scene to the bewilderment of their friends.
The fantastical universes are crafted with a combination of two-dimensional and three-dimensional illustrations, live action, Stop Motion and Cell animation, each layered to create the surreal and bold scenes.
London-based animation studio, Cookie Studio was invited to partner with Dark Energy Films to re-imagine, design and animate each of the films for the flavours. The two companies joined forces after Chris Strong, Live-Action Director at DigitasLBi and Thiago Maia, Creative Director at Cookie Studio had both worked with DigitasLBi’s Executive Creative Director, Peter Drake. Peter had highly rated both creatives and they joined their creative forces for this project. Cookie Studio created storyboards, animatics and style frames for the spots which were integrated with live-action scenes of each character, shot by Chris Strong, Director at Dark Energy Films.