TIC TAC – GO LITTLE

Role: Director
Studio: Hue&Cry
Agency: The Martin Agency

I directed these :15 installments of the popular Go Little campaign, featuring a pill-packed clown car and a breakdancing mint.

As it turns out, a small container can really pack a lot of flavor. For Clown Car, choosing the right “container” led our 3D development through several rounds of vehicle designs before arriving safe and sound.

For Breakdance, we had to determine how a pill with no arms, legs, or head dances! After plenty of R&D – both old school and new – we did a little a character rigging to bust our moves on the cardboard.

In terms of client approval, the most daunting task was the boombox design, but we had a lot of fun dialing in the details. Aiding in the effort was Lyle Owerko’s The Boombox Project. I highly recommend picking up a copy for your inner b-boy or b-girl. Word.

Once the dust settled, I’m happy to report that Breakdance had over 3.7MM views on Tic Tac's YouTube page, while Clown Car aired on TV nationally over 4K times.


PROCESS

The design evolution of our 3D boombox model.

The design evolution of our 3D boombox model.

Dance move tests with our 3D character rig.

Dance move tests with our 3D character rig.