For General Mills new 30-second spot, "Skateboarding," ad agency Saatchi & Saatchi, New York commissioned the artists at SimEx Digital Studios to complete 2D and 3D animation, compositing and editing. "Skateboarding" features the classic animated character Sonny the Cuckoo Bird and Cocoa Puffs cereal. As two young children watch Sonny skillfully control his skateboard up and down a half pipe he lets them know that Cocoa Puffs cereal will provide them with the energy they need for an action-packed skateboard run. After eating the cereal, the children speed down the half pipe and soar into the air, even clearing a hot air balloon in the sky. According to SimEx, the goal with "Skateboarding" was to create a more cutting-edge look for the characters and animation in the commercial. SimEx animation director Jean Perramon was responsible for designing the children characters, providing them with modern features and clothing. Sonny the Cuckoo Bird was also outfitted with trendy skateboarding attire. Digital ink and paint was completed using the Toonz system with 3D animation done in Maya. All elements were composited using Avids Media Illusion. SimEx credits include: animation director Jean Perramon and animation producer Christina Cox. Cel animation was created at SimEx by Roberto Casale, Ed Hartley and Dave Bossert with cel assistant director Ingin Kim.