You’ve heard the term "poster child"—how about a "poster spokeswoman" who doesn’t speak? That’s what visual effects/animation/design studio TOPIX/Mad Dog, Toronto, created for Kellogg Canada and Leo Burnett Co., Toronto. The goal: to underscore the health benefits of making Kellogg’s All-Bran Buds part of one’s regular diet.
TOPIX/Mad Dog produced the 3-D animation, design elements and conform for "Chart," a spot that opens in a doctor’s office in the wee hours. We see a chart which diagrams the interior of a woman’s body. Alone in the room, the "woman" extricates herself from the poster. Now a translucent 3-D figure, she walks gracefully into a kitchen and enjoys a bowl of All-Bran Buds, a cereal that contains psyllium and helps to promote a healthy body. Satisfied, she returns to her place on the poster. "Here’s to your health!" is the parting toast from Kellogg’s.
"We took the character off the chart where she lives in 2-D, and had her come to life in 3-D as a walking entity that interacts with her [live-action] environment," related TOPIX/Mad Dog executive producer Sylvain Taillon. "We all agreed that the idea of a glass figure would work best."
TOPIX/Mad Dog producer Diane D’amelio explained: "The model began as a real woman shot on set, wearing a body stocking, actually going through the actions in a series of takes. We then recreated her as a glass figure, with a skeletal structure and a stylized heart and circulatory system. The challenge lay in trying to convey the scientific while being stylish and without losing her humanity. Quite a bit of time was spent on designing the figure, since she was going to be made of translucent material. We started with sketches and mock-ups in Photoshop in 2-D. Then we scanned charts and organs from science books in order to start building the character. Once that was done, it was imperative we make sure that she was anatomically correct."
The 3-D animation glass figure was composited into the live action, which was directed and shot by Brian Scott Weber via Industry Films, Toronto. A Southern California resident, Weber signed for U.S. representation earlier this year with Los Angeles-based No Prisoners (SHOOT, 3/24, p. 7).
The agency team consisted of chief creative officer Judy John, associate creative director/art director Lara Palmer, associate creative director/copywriter Patrick Doyle and producer Steve Emmens.
The TOPIX/Mad Dog contingent included Taillon; D’amelio; 3-D animators Bryan Huo, Chris Johnson, Sean Montgomery, Chris Lam and Mark Ainslie; technical director Patrick Coffey; illustrator Tyrone McFaddon; Inferno artist Aaron Weintraub; Flint artist Frank Russo; Inferno assistant Dominik Bochenski; art director Mark Cutler; and type designer Kara Blake.
For Industry Films, the live-action executive producer was Sophia Peckan, with Merrie Wasson serving as producer. The live action was shot at Studioasis, Toronto.
David Baxter of Panic & Bob Editing, Toronto, edited "Chart." Colorist was Bill Ferwerda of DAVE, Toronto. Audio engineer was Scott Boyling of DAVE Audio, Toronto. The team of Rumble and Maximum from Toronto-based The Black Europeans served as composers/sound designers.
"Chart" debuted last month nationally in Canada.
