MassMarket teams up with Saatchi & Saatchi, NY, to create “Smile. It’s Kool-Aid,” a comprehensive brand campaign for Kool-Aid.
MassMarket came together with Saatchi & Saatchi NY and Anonymous Content Director, Brian Billow, on this chilled-out campaign for Kraft Foods and Kool Aid called “Smile. It’s Kool-Aid.”
For the first time since 1954, the campaign introduces a brand new look for Kool-Aid Man. Through multiple motion and lighting tests, MassMarket created a stylized but lifelike CG character who lives in the real world and goes about his day just like everyone else.
MassMarket conducted in-depth look development early in the process in order to get the exact look and feel that the client was looking for. It was important that a level of photoreality was achieved while at the same time staying true to the character that we all grew up with. The glass of the pitcher along with the levels of refraction, reflection and internal fluid elements were key to the believability of the Kool-Aid Man.
“We introduced extra highlights to his body and exaggerated the contrast of condensation in his face to make his emotions more readable,” commented MassMarket Head of CG, Dean Robinson. “The nuanced animation was also a huge factor in conveying our hero’s personality.”
MassMarket also helped design a Kool-Aid Man PhotoBomb mobile app that will launch in June across both Android- and iOS-enabled devices. The app will enable fans to superimpose different images of Kool-Aid Man into their personal photos.
Jennifer Wolfe is Director of News & Content at Animation World Network.