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Director: RINGAN LEDWIDGE
Production: SMUGGLER LAIKA
Animation: LAIKA http://www.laika.com
Alise Munson, Brand Manager, at Laika in Portland: "The agency contacted Smuggler director Ringan Ledwidge to get his creative view on the campaign as a live director. Ringan then requested LAIKA/house director Mark Gustafson team with him to bring Mr. Peanut into the 21st century.
"One of things we learned is that, although people love Mr. Peanut, they weren't really connecting with him beyond nostalgia. So we wanted to bring him to life in a way people could engage with him more.
Animation Director Mark Gustafson: "The most difficult part of the project was making Mr. Peanut interesting and new without violating the good will that the almost 100-year-old brand has built up. For the first time, we are making him speak and move in a stylized world among friends. No longer is he a 2D character with a top hat, monocle, spats and a cane. Now he is a tangible character with a rich back-story evident in his appearance and mannerisms. We collaborated with the client (Planters) to retain the preconceived Mr. Peanut zeitgeist and update his appeal.
"The main challenge was creating a world that has a visual consistency and satisfies the verisimilitude of the whole concept. Where does a handsome peanut live? What are his friends like? What does he consider party food? Does he wear pants? Working with Ringan and the agency, we designed a multi-faceted elaborate environment to support Mr. Peanut's new persona and story. In upcoming spots, we expand Mr. Peanut's world to the outdoors and learn more about his friendships and hobbies. All of which reflect the character's dapper demeanor and the Planters brand perception."
For BEING CD: Kris Wixom, Alisa Sengel-Wixom AD: Eric Stevens Copy: Josh DiMarcantonio, Jonathan Marshall Senior producer: David Fisher
For Smuggler Partner/EP: Patrick Milling Smith, Brian Carmody EPs: Allison Kunzman, Lisa Rich Director: Ringan Ledwidge Producer: Sally Humphries
For Laika Supervising animation director: Mark Gustafson CD/animation director: Kirk Kelley President/EP: Lourru Hammack Producers: Colin Thacher, Rebecca Bowen Production coordinators: Katie Rasmussen, Evan Smith PAs: Dave Gulick, Vanessa Walker, Martha Steele Art director: Paul Harrod Production designers: Marcin Lichowski, Aaron Sorenson, Colin Batty, Felicie Haymoz, Frederick Gardner Background design: Jenny Kincade Prop design: Jon David Buffam, Robin Ator Storyboards: Robin Ator, John Hoffman, Chris Purdin, Aaron Sorenson Lead sculptor: Tony Merrithew Sculptor: Scott Foster Character fabrication lead: Katie Mello Lead costumer: Margaret Meyer Character fabrication: Colleen Flaginan, Sarah Hall, Belle Iskowitz, Yvonne Kowsun, Hazel Malone, Matt McKenna, Sara Neiman, Charissa Niles, Rebecca Stillman, Victoria Zalewski, Sarah Hulin Set/prop fabrication lead: Rob Melchior Prop fabrication/painting: Ans Ellis, Larry King, Joe Schmidt, Elecia Beebe, Jesse Geisheker, Molly Tinling Set fabrication: Claud Gilbert, Gary Logue Scenic painter: Jesse Geisheker Art department intern: Jessie Weitzel FX TD: Karl Richter Lead director of photography: Eric Adkins Second DP: John Nolan Animators: Julianne Cox, Suzanne Twining, Anthony Scott, Chris Ohlgren, Bartek Prusiewicz, Wendy Fuller, Kyle Bell Motion control: David Trappe Gaffer/grip: Brent Lawson Assistant camera: Ian Barrett, Adam Jones Rigging: Clay Connally Wrangler: Rob Melchior, Lars Larsen Stage manager: Erica Johnson Stage intern: Dennis Coones Editor: Michael Corrigan
Tookit Dragon, Nuke, Kuper (Motion Control Software) Lightroom (One-Lights Software)
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