Directors J.J. Sedelmaier (J.J. Sedelmaier Productions, Inc., White Plains, NY) and Mike G (BODEGA Studios, bicoastal) recently collaborated to seamlessly bring together their animated and live characters, respectively, in the “Be Your Strongest Self” campaign from agency Planet Propaganda for client J-B Weld, which is known for DIY epoxy and adhesives.

The campaign, which launches on Labor Day, profiles four of J-B Weld’s top products: J-B Weld Original Epoxy, Super-Weld Light Activated, KwikWood Wood Repair Epoxy, and their Clear-Weld Quick Setting Epoxy.

Each spot–including this :30 titled “Mosaically Framed”–features a live action character confronting and remedying an adhesive or repair issue, with the assistance and encouragement from their animated counterpart. Their confident and supportive cartoon alter- ego guides them successfully through the process and provides an enthusiastic congratulations at the end.

“I saw this animation/live action campaign as a terrific opportunity to take our character animation into a new realm”, said animation director/designer Sedelmaier. “The interaction between the two worlds is fun and provides a nice support for the various products and their use. The other aspect of this project that was awesome was the partnering with Mike G. He was involved in the production from beginning to end, and even worked directly on the actual compositing of the animation/live. This meant we could strategize intimately with each other on the set during the shoot(s) when we needed to solve creative/technical issues that would ultimately be addressed in post.”

Credits

Client J-B Weld Company Agency Planet Propaganda Dana Lytle, executive creative director/partner; Teddy Brown, group creative director; Brian Hucek, creative director; Katie Roach, head of production; Kris Kluthe, motion director; Anna White, copywriter; Shelley Meuer, production designer. Live-Action Production Bodega Studios Mike G., director; Dallas Sterling, DP; Willia Goldfeder, producer; Clint Goldman, exec producer. Postproduction FitFinish Adam Lawson, producer. Audio SuperExploder Meredith Nazzaro, exec producer; Jody Nazarro, sr. sound designer. Animation J.J. Sedelmaier Productions, Inc. J.J. Sedelmaier, director/designer/producer; Patrice Sedelmaier, exec producer; Andy Friz, chief animator/production manager. (Toolbox: Photoshop, Toon Boom Harmony, Toon Boom Storyboard Pro, After Effects, Resolve)

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