Mini Meals
Not To Scale are proud to present a new quartet of films for Knorr and agency MullenLowe, with animation directors Ronda and live action director Luc Resö Janin.
The journey begins in the land of live action directed by Luc, camera trained on a pot of Knorr Asia Noodles. With trademark flair the camera moves forwards until the pot can be seen from above. The lid glides off and beneath lies an animated universe brought to life by directing trio Ronda using frame-by-frame animation, populated by four hero ingredients – garlic, chili, ginger and soy sauce.
Characterisation of the ingredients was key in bringing these punchy, vibrant spots to life. Opposite is a style frame from the early on in the design process.
In four spots ranging from 6s to 15s, the fun-loving foodstuffs surf, dive, breakdance and bob among the noodles that fill the pack world. These amigos are the life of the party, with a unique sense of character infused in each. The four are easily recognisable as simple, synthesized forms of the produce they personify.
The ingredients incorporate subtle visual design elements with Asian inspiration, giving them greater tie to the main product. The reduced colour palette reinforces the simplicity of the piece, allowing the key elements of the illustration to stand out while emphasising Knorr’s brand identity.
Animatic | Linework | Final
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