CHRLX Launches New Cheerios Campaign Into the Air via Saatchi & Saatchi NY

Created via Saatchi & Saatchi NY with CHRLX and their director Ryan Dunn, Spoon tells the story of three acrobatic Cheerios springing skyward toward a healthy breakfast.

We tried to obey the laws of physics as much as possible while bringing these otherwise inanimate objects to life, said Dunn. By keeping the movements physically realistic, we put the focus squarely on believable storytelling and performances.

Like actors in a short film, the Cheerios needed to be humanized. I wanted a way to identify, and identify with, our hero Cheeri-o, so we gave him a slightly more heart-shaped center than the others, said Dunn of the nuances and details that make Spoon so effective.

As with any food, the Cheerios had to be appetizing. Dunn credits his animators and lighting team with having created a straight-forward and photographic treatment of the Cheerios in their signature yellow world.

Cheerios Spoon from CHRLX on Vimeo.

Project Credits

Brand: Cheerios / General Mills

Title: Spoon

Agency: Saatchi & Saatchi NY

Chief Creative Officer: Conway Williamson

Executive Creative Director: Peter Smith

Creative Director: Johnnie Ingram

Art Director: Travis Vargas

Director of Broadcast Production: John Doris

Senior Producer: Melissa Bemis

Director of Music: Eric Korte

Production Company: CHRLX

Director: Ryan Dunn

Senior Producer: Christine DoRego

Smoke Artist: John Zawisha

CG Supervisor: Salar Saleh

Lead Modeler: Hungkit Ma

Modelers/Texture Artists: Yun Cho, Denis Kozyrev, Eric Schnell

Rigger: Steve Mann

Animator: Tony Tabtong

Lighting Lead: James Fisher

Lighters: Denis Kozyrev, Yun Cho

Music Production Company: The Lodge

Composer: Jason & Jens

Mixer: Colin Thibadeau

Executive Producer: Sallie Moore

Producer: Colin Thibadeau

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LINK:	http://news.creativecow.net/story/873809...
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