Fugacar is a product of Janssen – a branch of Johnson & Johnson Corporation. The brand had sticked with their image and an iconic TVC for more than 10 years so now they wanted to have something different with a fresh new 3D look.
The original brief was a 30s TV Commercial in 3D animated form emphasizing on the effective deworm method of Fugacar. We however thought that in order to create a big buzz as the client wanted, a single 30s TVC might not enough. With the developing of social media nowadays, Viral clip seems to be another good choice not only to approach new but also to maintain the connection with loyalty consumers. For that reason, a viral series – The Scream – was proposed along with the intended 30s TVC.
We created two world with different mood and tone. The family world which is warm and colorful to emphasize the happiness and gathering. On the other hand, the world of worms is cover with a shade of red which mimic the inside body tone.
We tried to stay as close as possible to the 2D design that Fugacar have been using in their recent promotion materials but we also inputted our 3D vision to modernize the characters and make them look good in 3D environment.
While the family characters had already designed in 2D, 4 worm characters were completely none so we had to work from scratch. At the beginning, we were so excited with those characters and we knew we would focus on them in the viral series. There were a lot of versions had been designed and we finally came up with the one that we and our client both loved most.
The idea for Viral Series – The Scream came from the secondary message that client wanted to deliver to their consumers: “Deworm twice a year on January 6th and June 1st”. We immediately thought about the doomsday that every worm would be scared of. Obviously, nothing is better to express scare than a scream so a series of viral ideas was created around the Worms’ scream.
Each Viral Clip was set at a different location and the worms had their unique costumes to fit the situation.
BRANDJOHNSON & JOHNSON – FUGACAR
CREATIVE / PRODUCTIONCOLORY ANIMATION
CREATIVE DIRECTORDOAN TRAN ANH TUAN (TVC)TUNG PHAM (VIRAL)
DIRECTORDOAN TRAN ANH TUAN
ART DIRECTORTUNG PHAM
CONCEPT ARTISTBAO HOANG
LIGHTING DIRECTORTHANH NGUYEN
ANIMATION LEADTON TUAN BAO LONG
CG MODEL LEADNGUYEN HOANG HANH DUNG
VFXSANG NGUYENPHUONG TRINH
ANIMATORSHUNG LEXAN SANTHUAN TRAN
MODELLERSTAM PHAMHIEN HAPHONG THAI