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Lobo Animates ‘In The Raw’ Sweetness

The creative agency teams up with Razorfish to create three animated spots for Cumberland Packing Corp’s line of sweeteners, expanding from 2D to 3D to attain a vibrant hand-crafted feel.

Creative design studio LOBO was recently tapped by Cumberland Packing Corp to create animated ads for their line of “In The Raw” sweeteners, including Stevia In The Raw, All-Purpose In The Raw, and Monk Fruit In The Raw.

Created in partnership with digital agency Razorfish, the spots showcase trains of treats getting the sweet treatment all the way up to the dining table spread. The ad’s trademark hand-drawn style expands from a two-dimensional animation to an immersive three-dimensional experience, balancing a technically vibrant spot with a hand-crafted feel.

Check them out:

Stevia in The Raw:

All-Purpose in The Raw:

Monk Fruit in The Raw:


Agency: Razorfish

  • Chief Creative Officer: Brian Carley
  • VP, Group Creative Director: Bill Carlson
  • Creative Director: Steff Wilson
  • Senior Copywriter: Joseph Peltier
  • Senior Art Director: Lisa Donato
  • Agency Producer: Amber Richardson
  • Executive Producer: Jenny Lee
  • Brand Strategist: Sarah Dossani

Animation: LOBO

  • Directors: Mateus de Paula Santos / Guilherme Marcondes
  • Executive Producer: Luis Ribeiro
  • Head of Production: Clara Morelli
  • Producer: Pablo Zurita
  • Post-Production Producer: Marcelo Barbosa
  • Illustration: Gerhard Assini
  • 3D Animation (C4D): Rudi Gude / Marco Wey / Daniel Tres D / Leandro Spaletta
  • Motion Design: Marcos Rigobello
  • Music: Marmoset
  • Sound Design and Mix: Sound Lounge

Source: LOBO