Luma's animation provides 'snail' for Yogi Sip

Combining a natural on-camera performance, with creature effects that could not be shot in live action, the digital content creation studio, Luma, completed the illusion by using 3D animation to lend natural movement to the snail's tentacles. The commercial dramatizes the sluggish movements of a snail during the mid-afternoon slump.

Commissioned by Johannesburg-based production house, Riverstone Films, on behalf of Y&R advertising agency, Luma had to create the launch pad for two new flavours: Cookies and Cream, and Cappuccino. The brief was to communicate the brand's promise that Yogi Sip is the sip snack that keeps you going.

Target audience

Aimed at an active, youthful (16-24 years) target audience, the creature effects were created by veteran puppet-maker and animatronic whiz, Roger Titley. The commercial was directed by Riverstone's Jeremy Holden for Y&R Johannesburg and creative director, Bibi Lötter.

Produced in March 2013 by a five-member team at Luma, the input and final product has created quite a stir in digital animation circles.

Its team of animators, modellers, texture artists, physics simulators and compositors played a significant part in the 30-second TV commercial.

"Working with Luma is always a pleasure. It delivers an incredible product, but also manages to make the journey a fun and enjoyable one. I'm very demanding when it comes to the visual effects in my commercial, and it always surpasses my expectations," says Holden.

View TVC at http://vimeo.com/65896753