Here's an easy way to make sure the product is the hero. Make everything else around it really, really tiny—and leave the product at regular size.
It works great in this campaign for Frooti, one of India's oldest and most beloved mango juice brands.New York agency Sagmeister & Walsh designed a whole new visual language for the brand around this idea of a miniature world—which it then brought to life in a stop-motion commercial with help from Aaron Duffy's agency SpecialGuest, 1stAveMachine director Marc Reisbig and animation house Stoopid Buddy Stoodios.
See the spot here:
As Duffy says, the colorful spot really is an "absurdly ear- and eye-catching little film." The spot features a miniature version of Bollywood superstar and longtime Frooti spokesman Shah Rukh Khan, who then appears in person at the end to deliver the pitch.
"The goal was to introduce the new packaging in a fresh, bold, and playful way," Sagmeister & Walsh says of the rebranding. "We introduced four bold colors to the brand which complement the yellow of Indian mango and add a sense of playfulness across the imagery."
See a bunch more imagery below.
CREDITS
Client: Frooti
Creative Agency: Sagmeister & Walsh
Executive Creative Directors, Partners: Jessica Walsh, Stefan Sagmeister
Creative Agency: SpecialGuest
Co-Founder, Executive Creative Director: Aaron Duffy
Business Director: Ashley McGee
Creative Director, Copywriter: Jonathan Emmerling
Creative Development: Edward Choi, Chloe Corner
Production Company: 1stAveMachine
Director: Marc Reisbig
Executive Producer, Partner: Sam Penfield
Executive Producers: Melinda Nugent, Garrett Braren
Producer: Leanne Amos
Head of Production: Lisanne McDonald
Associate Producer: Christina Jang
Visual Effects Director: John Loughlin
Editor: Jonathan Vitagliano
Compositor: Chris Russo
Colorist: Seth Ricart/Ricart and Co.
Music Composer, Supervisor: Amit Trivedi
Animation, Postproduction, Online: Stoopid Buddy Stoodios
Executive Producers: John Harvatine IV, Eric Towner, Matt Senreich, Seth Green
Supervising Producer: Janet Dimon
Producer: David Brooks
Line Producer: Barb Cimity
Production Manager: Mario De Jesus
Director of Photography: Helder Sun
Animation Director: Harry Chaskin
Animator: Matt Manning
Animator: Alfonso Estrada
Director of Character Fabrication: Tennessee Norton
Character Fabricator: Tommy Keiser
Editor: Jenny McKibben
Visual Effects Lead: Jack Hamilton