THE BRIEF

Create an animation which focuses on using motion to lead the viewer through a seamless visual narrative.

Introduce the carton(s) in an eye catching way, and retain the viewers attention by showing them something humorous and memorable - in this case, the belly reveal. Bolster the brand’s message with some dynamic typography to tie in the messaging in with the ending belly.

To be used for social content across most platforms both vertical and one by one formats.

CREATIVE PROCESS 

There’s always something special about landing on an idea that not only excites the client but also gives the project momentum—this was definitely one of those moments. From the outset, I knew I wanted these animations to feel playful and full of character, and I think I managed to capture that energy. Inspired heavily by the iconic Pixar lamp, I aimed to bring that same sense of life to the carton, making its movements feel lively and fun, perfectly complementing the shirt label pull.

On the technical side, the label shirt pull was the trickiest element. After dozens of simulations, we finally got it right. While Cinema 4D’s cloth simulation system is incredibly powerful and user-friendly, it can be challenging to juggle the various settings and interactions to achieve the desired outcome.

Below, you'll find some behind-the-scenes insights and test runs that helped bring everything together.