Haven Life
Meet the Blooms.
Centre stage, two become four, 2D to 3D character development, a couple of lightbulb moments, 30 seconds that covers a whole chapter of life, a wardrobe of tactile textures, models to motion, from to do, to ta-da!
Meet the Blooms, a normal pair just like you and me. They are designed to bring Haven Life’s message to life — that everyday people (yes, like you and me) need to think about things like life insurance too. The Art&Graft team were tasked with presenting the theatre that is life — the rolling, unexpected everyday which can throw surprises into the mix and alter your insurance needs.
Continuing the ongoing partnership with Amazon Ads, and continuing on from an earlier 2D incarnation of the Blooms, this campaign revisited them in the next chapter of their lives and propelled them into a third dimension.
"Art&Graft approached the work like a true partner in every sense of the word, from creativity to budget and timing. Building on the success of that campaign, we collaborated with Art&Graft on two other projects, both experiences being just as smooth and successful as our first go-around. We’d go back to them in a heartbeat."
Rad Olievschi, Lead, Content at Amazon Brand Innovation Lab
Rad Olievschi, Lead, Content at Amazon Brand Innovation Lab
VISUAL DEVELOPMENT
The team focused heavily on developing the textural elements of our main characters with the ambition to treat them almost as physical puppets in their own theatre set.
A moulded texture was created for their skin and hair and visible fibrous elements for their clothing, emphasising their doll, rather than real life, proportions.
"My favourite part of this project was setting character materials to emulate a charming, doll-like texture for the Bloom family. For the character development process we imagined their lifestyles, preferences, tastes, and even what their children might look like."
HsiJen Liu, Senior Creative at Art&Graft
Credits
Designed, Directed & Produced by Art&Graft
Executive Creative Director — Mike Moloney
Head of Production — Tom Bromwich
Creative Director — Stephen Middleton
Studio Producer — Dawn Cottrell
Creative Lead — HsiJen Liu
Storyboarding — Juan Huarte, HsiJen Liu
Design — Stephanie Dewhirst, Rob Gavin, HsiJen Liu, Callum Cannarella
Modelling — Eidan Elgrably, Kornel Makarowicz
Rigging — Martin Gunnarsson
3D — Stephanie Dewhirst, Diego Ghirardo, HsiJen Liu, Joe Maker
Character Animation — Morgane Billault, Roland Edwards, Pierre Plouzeau
Amazon
Margaret Czeisler — Head of Brand Innovation Lab
Dustin Duke — Principal Creative Director, Brand Innovation Lab
Joshua Eithun — Creative Director, Brand Innovation Lab
Andrew Burke — Copywriter, Brand Innovation Lab
Elaine Yau — Interactive Designer, Brand Innovation Lab
Brittany Culley — Sr. Solutions Manager, Brand Innovation Lab
Rad Olievschi — Principal, Content Producer, Brand Innovation Lab
Ryan Cunningham — Content Producer, Brand Innovation Lab
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