Design-led studio creates animated spot to exemplify baby lifestyle company Munchkin’s commitment to saving the planet; watch the visual symphony created with Dennis Quiñones’ illustrations and brought to life by the studio’s animation team.
Design-led content studio Ataboy's animated spot Parenting the Planet, created for baby lifestyle company Munchkin’s Earth Month celebration, recently won a Red Dot Design Award. The studio visually supported the overarching storytelling used in Munchkin's sustainability report that illustrates their commitment to saving the planet.
Munchkin creates products and packaging designed to be safe for animals and the earth. In addition, they’ve planted four million trees, provide funding for animal sanctuaries, and have the long-term goal implementing smart plastic technology for all their products. These plastics disappear from the earth and leave zero plastic waste.
Working with Munchkin’s chief brand officer/creative director Diana Barnes, Ataboy crafted a story highlighting the company’s commitment to green sustainability while following and incorporating visuals directly from their annual sustainability report. Barnes spearheaded the exploration of style for the illustrations that fit the brand’s messaging. The colorful tapestry guides viewers through Munchkin’s efforts to help the environment, using playful illustrations, along with the company’s script, to make the messaging flow naturally and poetically.
The studio embraced this project as an opportunity to “flex their craft of storytelling and elevate the narrative.” Storyboarding in black and white preceded the development of the story’s color and illustration style.
Illustrator Dennis Quiñones, who had worked with the studio on other projects, created a tactile yet colorful world using Adobe Photoshop. Once the design frames received approval, the animation team brought the stills to life. To achieve the fluidity in transitions needed to tell the story the team used cel and keyframed animation. The animation was set to the music track, “Moon” by Kid Francescoli, creating a “visual symphony of Munchkin’s commitment to parenting the planet.”
Enjoy Parenting the Planet with Munchkin Inc.:
Source: Ataboy
Debbie Diamond Sarto is news editor at Animation World Network.
