SimEx Digital Studios has wrapped on a new Kellogg's Froot Loop spot, which launches Toucan Sam and his mischievous nephews into space. SimEx provided 2D and 3D animation, compositing, editing, as well as live-action shots for the 30-second commercial. "Rocket" has Toucan Sam and his three nephews propelling themselves into space in a primitive looking rocket. Shane Zalvin, Roberto Casale and Holger Leihe created the cel animation, with help from cel assistant directors Charlotte DeBlock and Ingin Kim. Digital ink and paint was completed at SimEx using the Toonz system. CGI artists were Kieron Lo and Chris MacKinnon. Compositing was completed by Andrew Schwartz. The key technology utilized included Alias|Wavefront Power Animator and Maya. All elements were composited using Avid’s Media Illusion, and then edited on Avid’s Film Composer by SimEx editor Jamie Norton. Christina Cox served as producer for the project. The spot was produced by advertising agency Leo Burnett/Chicago.