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This new series of spots are about discovering what makes the Fanta World so special through showcasing different moments of the day in each character’s life. This time we revealed more about their own perspectives, by telling the story through their eyes and at the same time revealing more of their own personalities. This gave us a more intimate understanding of why each character is so special - what makes them laugh, who their friends are and what they're into.
We introduced a few new characters and turned the spotlight on some returning ones. In “Orange Vision” we feature a new girl Maud, who just completely steals the show in our minds. When we started designing her Janelle Monae came up a lot for style and personality reference. Her energy is infectious and we really wanted that to come across in Maud as well. The Fanta characters are almost like our own portrayals of our friends or stories of people we remember growing up. Maud ended up taking on some of the attitude from Psyop Executive Producer Lydia Holness, it became a perfect fit.
There are many jokes and clues as to what some of the characters are really like throughout the whole campaign - from Tina Marie's secret dance moves, to Chester and Hank having a part time job at a hot dog stand - we couldn't help place tons of these moments everywhere, making the Fanta World what it is now.
During the character exploration we also pushed deeper into the details of the Fanta World. Everywhere you look in the spots, no matter how wide or up close, we revealed layers of wonderment the viewer hasn't seen before. To us the Fanta World continues to grow and amplify almost on its own now. We've had so much fun working on these spots and they’ve become something we're all very attached to.