The project began with Superfad developing an approach that would immerse audiences into the world of wonder that is offered by the leading kids store for games and toys. The project is about the incredible excitement a kid has when getting to go to Toys R Us, says Creative Director Kevin Lau. We want to draw the viewer into the fantastically themed environments. It truly is an engaging way to reach audiences while staying true to the inherent qualities of each toy.
Indeed, once the overarching approach was developed, each signature environment was designed with a featured toy as its centerpiece; much like the structure of the Toy book itself. Using actual toys including pre-release High School Musical 3 figures Superfad created the animated likenesses to appear and move in accordance with the real life models. We merged the toys and their animated environments into a fun and magical ride of a sequence, explains Lau. From page to page, experience to experience, you get the thrilling sense that Toys R US is the place to go.
Using Maya and AfterEffects as the primary tools, the flagship spots mark a new approach by Toys R Us, one that relies heavily on animation as the mode of storytelling. The result can be viewed at http://superfad.com.
Agency: PRPC Partners
Executive Creative Director: Heather Thornswood
Producer: Amy Jo Deguzis
Production & Animation: Superfad
CD/ Designer: Kevin Lau
EP: Kevin Batten
Producer: Angela de Oliveira
Designer: Will Campbell
3D: Yates Holley, Glenn Shuey, Ian Makowski, Stuart Scanlon, Kimberly Im, Christina Lee, Sal Rangel, Andy Kim, Kyle Cassidy
Compositors: Claudia Yi Leon & Don Kim
Sound Design / Mix: Ravenswork
Engineers: Scott Burns & Eric Ryan
2nd Engineer: Edgar Maldonado
Online Editor: Pete Mayor