Loose Moose Springs Cheese Trapeze For Kraft
London-based Loose Moose, producers of the award-winning stop-motion Pepsi-Lipton BRISK tea campaign, has expanded into 2D CGI by joining with the directing duo of Neville Astley and Mark Baker. The team's first spot for Loose Moose was a spot entitled "Cheese Trapeze" for the Kraft Cheese Singles campaign "Working with CelAction 2D software, we have been able to bring a contemporary look to the Kraft Cheese Singles spot using bright colors, highly stylized characters and animation with flavors of Japanimation," Astley said. The software is a proprietary 2D computer animation program, used on the hit BBC series THE BIG KNIGHTS. The 30-second spot opens with the character Red carrying a Kraft Cheese Singles toasted sandwich to the table. The camera zooms to his eyes to see the package reflected, as hearts float upwards to show his love for this cheese. The wonderful aroma follows the character Ned down the hallway and taps him on his shoulder. Ned then engages Red in a battle for the cheese sandwich. "Astley Baker and their new software perfectly complement our model animation and Maya 3D CGI set up," said Glenn Holberton, Loose Moose executive producer. "Mark and Nev are very talented and are a joy to work with." Astley's credits include TRAINSPOTTER, while Baker has created the Academy Award nominee THE HILL FARM, THE VILLAGE and BAFTA nominee JOLLY ROGER. Loose Moose was founded in 1994 by producer Glenn Holberton and director/animator Ken Lidster. The spot was produced by Glenn Holberton and Penny Foster for agency JWT Chicago.