ANIMAL: PRIMAL PREWORKOUT

THE BRIEF

Animal required a high-impact 5-second end card for a 45-second spot featuring their pre-workout, Primal. The objective was to create a visceral closing moment that reinforced the brand's rugged identity. I was tasked with animating a product "drop" that felt heavy and destructive, transitioning into the final tagline and logo. To ensure maximum reach, the sequence needed to be adaptable for multiple social platforms and pre-roll formats.

MY CONTRIBUTION

As the sole animator and motion designer, I handled the full production of the end card. I focused on the physics of the product landing, ensuring the "Primal" containers carried enough perceived weight to convincingly fracture the environment. Beyond the initial 16:9 delivery, I managed the versioning and layout adjustments for various social aspect ratios, maintaining the visual impact and legibility of the tagline across all platforms.

CREATIVE PROCESS

To achieve the heavy, "hard-landing" feel, I utilized Cinema 4D and Redshift. The environment was built around high-detail concrete textures, and I spent a significant amount of time on the lighting to ensure the plastic packaging caught the light as it slammed into frame. While I explored using Voronoi Fracture and X-Particles for the floor, the most efficient approach for the deadline was a hybrid of 3D physics and integrated stock footage for the spidering cracks.

Outside of the final client delivery, I used this project as a sandbox to explore a "power within" concept. I experimented with Voronoi Fracture to create dynamic rocks that reacted to the product as if it were "charging up" the environment. Although this diverged from the brand's gritty realism, it allowed me to push the physics functionality within Cinema 4D and explore more abstract art direction.