Wednesday, November 16, 2011

Nathan Love for Sweet N’ Low

Nathan Love for Sweet N’ Low:
Nathan Love never fails to deliver. In a style reminiscent of ’60s and ’70s pop art, the gang whips up a playful two spot package for everyone’s favorite saccharine sweetener, Sweet N’ Low. In Cloud Rainbow and Sun Moon, viewers go back in time to an illustrative style evocative of such psychedelic artists as Heinz Edelmann and Peter Max. The Director of the spots, Anca Risca, elaborates:

“This project was alot of fun! As a first-timer directing a 2D spot, it was exciting to see it all come together and to be a part of the process.

The first step we took was to visualize the scripts into design frames, which were inspired by (and designed to be cohesive with) Sweet’N Low’s previous pattern-heavy print ad campaign. As we began fleshing out the storyboards and animatics, we brainstormed different ideas for the gags and details of the story. What does a cloud store between his puffs alongside his precious zero calorie sweetner? Sugary cupcakes? A horn or drumset? A lamb or a cloud-shaped sheep? The creative felt very freeform, and with such a well established brand it was refreshing to do away with the traditional commercial product end tag and incorporate it more into the story.

Music for this project was also a big factor for me- I really wanted to capture the light-hearted feeling that these characters carried, and I thought of laid back ukulele music as my instrument of choice.

With a dream team of only 3, animation and finishing happened quickly and smoothly, after which we all had cake and beer! Yaaay.”

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