Baskin-Robbins Advertising Campaign from 22squared and Nathan Love Debuts More Fun, Unique Animated Characters
NEW YORK—July 7, 2010—World-class animation studio Nathan Love (www.NathanLove.com) is very proud to detail its collaboration with advertising agency 22squared to create a series of animated broadcast spots for Baskin-Robbins' nationwide summer advertising campaign. In early June, the campaign kicked off by introducing its first whimsical animated character, Humphrey Hound, in a spot promoting Baskin-Robbins' Baseball Nut ice cream as the June Flavor of the Month. In late June, viewers met an energetic Turtle who rocked out in a :15 spot showcasing a mini-helmet sales promotion around professional baseball. This week, Polly Porcupine debuts in a :15 spot announcing America's Birthday Cake ice cream as Baskin-Robbins' July Flavor of the Month.
Nathan Love's crew designed and directed the entire campaign in SD and 1080 HD. Their main artistic tools include Adobe Creative Suite, Autodesk Maya for animation and The Foundry's Nuke compositing software for finishing. For each featured character, the studio's art department focused on creating unique looks and personalities, while its animators have brought each creature to life, with a soul.
"We created our studio out of our true passions for character animation," said Joe Burrascano, owner and creative director, Nathan Love. "While we've grown and expanded our experience and capabilities into a variety of 3D, 2D, web and live-action projects, pure 3D character animation is always close to our hearts. These spots really gave our animators and artists an opportunity to focus on bringing characters to life with a lot of nuances."
With strategic direction from 22squared, Nathan Love designed the spots to emphasize how the shy and reserved animated characters are brought out of their shells by the iconic Baskin-Robbins Pink Spoon. This approach stresses the brand's primary mission to provide a full range of quality ice cream and cake products in a fun and inviting environment.
"With every facet of this campaign, we focused on what the Baskin-Robbins brand represents: flavors and fun," added John Stapleton, 22squared's chief creative director. "With animation from Nathan Love, we were able to translate these concepts into a campaign that resonates with an audience as diverse as the Baskin-Robbins flavor catalog."
Throughout the campaign, Nathan Love employed the genius of Drew Skinner for sound design and music. Among his artistic touches, the Polly Porcupine spot features a custom remix of the classic song "Stars and Stripes Forever," along with sounds of popping balloons resembling fireworks, to deepen the patriotic, celebratory theme.
"Pixar has always been a huge inspiration to everyone at Nathan Love, and we worked hard to bring that level of quality to Baskin-Robbins' summer ad campaign," concluded Michael Harry, Nathan Love's executive producer. "We can't wait to bring their next animated character to life!"
Visit www.youtube.com/user/BaskinRobbinsFan to view Baskin-Robbins' summer ad campaign spots.
About Nathan Love
Break out the crayons and beer, because Nathan Love is ready to play! This world-class animation studio is known for creating memorable characters, detailed worlds and engaging narratives, making it a party and inviting your whole crew. Driven by a passion for storytelling, their creative, technical and production capabilities are constantly evolving. Equally at home creating sensational 2D and 3D animation, the studio's talents span all aspects of project creation and production. They are creators of commercial campaigns, original films, super-fun web content, video game projects, merchandise and more. Besides their extraordinary craftsmanship Nathan Love is also fun and inviting to work with, enjoying daily collaborations with leading creatives, live-action and CGI directors, sound designers, composers, web developers and other artists. So next time you're dreaming-up a project, drop your briefcase and join the fun at NathanLove.com, or call +1.212.925.7111.
YOU KNOW WHAT IT'S LIKE WHEN SOMEONE'S TALKING AT YOU REALLY LOUD AND YOU DON'T HEAR A WORD BECAUSE ITALLSTARTSRUNNINGTOGETHER AND YOU CAN'T EVEN HEAR YOURSELF THINK? Well, that's what most advertising does. It talks at people. LOUDLY. We think this is wrong. People are more interested in what a brand does than what it says. We create actions that get people talking about our brands. Because when people talk, brands grow. A few brands that people are currently talking about are Publix Super Markets, Baskin-Robbins, Florida's Natural Growers, CBSSports.com, Shoe Carnival, Southeast Toyota Distributors, Lincoln Financial Group and Marriott International. Come check out our work at www.22squared.com.