- Tuesday, Mar. 29, 2016
Dallas advertising agency, MindHandle, tapped animation shop Element X to create a new spot celebrating the reintroduction of one of Chili’s most requested items. The Oreo® Topped Molten Cake is a decadent, cream filled cake topped with a scoop of vanilla ice cream, Oreo cookie pieces, and a chocolate sauce drizzle. The eye-catching spot features two miniature alpine explorers on an action packed flavor filled expedition to reach the summit. On the way to the top, the climbers encounter a cream filling eruption complete with giant flying Oreo cookie pieces.
“We were given the goal of building excitement around this popular menu item that has become an all-time favorite of Chili’s guests,” notes Ken Womack, MindHandle Executive Creative Director. “Viewing Element X’s reel actually helped spark our concept. The unique, miniature stop motion treatment we selected allowed us to get in tight for maximum appetite appeal and really sell the generous portion size.” Kevin Paetzel, MindHandle CD/Writer, points out, “Our only pre-existing asset was a still photo used for print. Having worked with Element X before, I knew they would embrace this as a golden creative opportunity rather than a limitation.”
Element X Executive Creative Director, Chad Briggs, oversaw the project along with Senior Producer Tony Rucker. “We had a blast working with MindHandle. Ken and Kevin really understand the animation process, so it was a very collaborative project all the way through,” comments Briggs. “Our Animation Director, Luis Martinez, nailed the slow motion action shots that ended up being the pivotal moment of the spot. The client loved it.”
This “Mt. Oreo® Topped Molten Cake” animated spot is currently running on all Chili’s Ziosk table top tablets as well as on the web.
About Element X
Element X is a full service motion design studio dedicated to superior creative through superior talent. From sleek typographic design to engaging worlds with animated characters, we passionately create emotional connections with the art of the moving image. www.elementxcreative.com