General Mills
Creative direction for General Mills’ Summer Marketing for Cheerios
As part of their national “Good Goes Round” campaign, General Mills asked Roger and I to create a series of signature CG spots for the summer. Each spot would need to cater to a distinct audience, while always tying back to the broader ongoing campaign. Oh, and they had to be fun, too! The end result was three distinctly different spots – and a slew of additional, unique social assets – swimming in milk and summer fun.
As part of the initial development, I wrote and directed the treatments and storyboards. General Mills settled on three approaches, so we got to work on developing a signature look and style for all three spots. An expedited timeline also meant we were R&Ding our technical approach while developing a look. Certainly not ideal, but the talented team of artists and technicians at Roger made it smooth sailing.
With our stories and look set, we got started on the actual animation and production of the three spots. With two teams running concurrently, we spent some late nights and early mornings getting Buzz and his Cheerio friends to look just right.
The final broadcast spots are a testament to the amazing team at both Roger and General Mills. We certainly could not have done this without everyone’s collective efforts.
But in these multi-platform days, a campaign extends far beyond broadcast. We made sure that elements of our commercials extended over to the social assets, tying the campaign together tonally and visually across every placement. The fun looping animations posed their own challenges (vertical, looping, etc.), but we pulled it off seamlessly.
