A 50’s & 60’s animation revival for Australian health company MOSH.
Men are usually eager to fix things - the squeaky door, that flat tire - it provides a sense of achievement. But when something feels hard to fix, we tend to ignore it and that only leads to feelings of inadequacy. Feelings that can be easily fixed with Mosh.
Inspired by the cartoons from back in the day and through smart and conceptual humor we developed this hilarious TV campaign: carefully crafted with expressive inky brushes full of imperfections and human feel.
We had a blast working on this series of clever yet very funny spots, using real life analogies to tackle some men’s most tabú issues such as hair loss and erectile dysfunction.
Cartoons of this era were animated on 6s or 8s... (so less fps) where movements are more flat and snappy, giving the sense that the characters
could never live in a real world setting.
And to honour this style we worked on hand-drawn, frame by frame animation, adding tons of personality to the character’s behaviour and overall charm of the campaign.
Some of the key poses for the first "Hair Loss" spot. It
It is always nice to see a bit of the process behind the final product, how we go from the rough pencil animation to the final look, drawing frame by frame.
This compilation of images shows the amount of work, detail and basically...drawings that are behind this type of animation. And the result of these overlaps it is always weird and funny!
Some character exploration below:
Rep: Honey Mill
EP: Paul Bennell / Honey Mill
Produced & Directed by Niceshit
Creative Directors: Guido Lambertini, Carmen Angelillo & Rodier Kidmann
Producer: Agusta Timotea
Art Direction & Illustration: Mark Long
Storyboard: Guido Lambertini, Rodier Kidmann, Bianca Sangalli Moretti & Mark Long.
Cel Animation: David Maliboo, Juan Nadalino, Ezequiel Cruz
Edit & Compositing: Guido Lambertini, Carmen Angelillo
Music & Sound Design: Smith & Western