Peek-a-boo! No throwing your toys out of the pram with our charming online commercial for Bonjela, as we follow the nail-biting journey all parents go through with a teething toddler on their hands.
Our animation director Corinne Ladeinde has just put her tools down on this stunningly hand-drawn ad. Teaming up with Havas, we explored various visual styles and techniques to develop the online film along with a brand new hero baby, all ready for the launch of their teething gel.
A situation very relatable for almost every parent, we see our baby struggle through their emotionally testing teething stage. With no trick in the book seeming to soothe, after tickles, toys, teddies and teasing… “splodge!”. The ultimate superpower of ‘Bonjela’ finally works its magic.
Behind the scenes from our animation director…
Corinne Ladeinde stated: “We were fortunate to be working with such a fun and creative brief for this project. I knew immediately after reading the script that I would love to bring it to life. The first challenge was personifying the tooth itself and giving it character, working out the perfect angle and ensuring that the tooth pain was comical but not unnerving. We didn’t want to creep people out. I really wanted the overall look to feel handcrafted so after the style was set, character puppets were created from illustrations in Photoshop and then rigged and animated in After Effects. This was blended with hand-drawn animation done frame by frame, for a smoother, authentic feel.”
Milana Karaica, Executive Producer and NERD’s founder, added: “It was a dream brief, in terms of the creative scope. And it helped that it came from an incredibly passionate and talented, as well as collaborative, team at the agency. We were excited to be able to team up with an agency and a team that share our common goal to support, nurture and commission young directors, such as Corinne.
To craft together from the early stages of the process meant that we were able to bring to life a new hero character that is iconic to the brand, along with a film that really brought together our varied skillset under Corinne’s fresh young lead.”
Want to view more from our animation director Corinne? Click here.
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