VFX studio The Embassy was recently hired to create Bobby, a gruff but sensitive cat from the Bronx who starred in Cat & # 39; s Pride's latest humorous cat litter ad campaign. The spot also celebrates the company's mission to support cat houses across the country. To tell the story of this seemingly stoic cat, the independent creative agency Cramer-Krasselt asked the Oscar-nominated VFX studio to create an entire CG world – from the milk bottles on the porch to Bobby himself.
Led by the embassy's creative director David Casey, Bobby shows his tender side to the audience, stating that every time he purchases Cat & # 39; s Pride, a pound of rubbish is donated to a shelter – every time he visits the If he goes to the toilet, it's there to help another cat. When Bobby realizes that he is getting emotional because of the good deed, he quickly distracts and asks: "Who is cutting onions over there?"
After the company opened a store in LA earlier this year with the new EP and MD Kenny Solomon, the company's US base offered local support to the agency and client in addition to their expertise in VFX. With the coronavirus restrictions still in place, the embassy suggested making the ads fully CG to allow full art direction of every aspect of the ad. The team was able to control everything from the specific background scene to the exact breed of cat – while also establishing the perfect mannerisms that complement Bobby's personality.
After The Embassy picked a voice over artist and recorded all of Bobby's lines, he worked closely with Mathew Griffiths, Editor at Cycle Media, to preview the client and create an early look that would allow them to see the performance and set the timing. The message focused particularly on the fur and eyes and breathed life and personality into the secretly sensitive cat.
David Casey, Creative Director at The Embassy, commented, “Despite the challenges posed by coronavirus, we were able to rotate the assignment and ultimately create a complete CG ad from scratch so we could find the perfect ambassador for Cat & # 39; s Pride could. Over 90% of our pre-COVID projects involved remote collaboration with creative teams around the world, so the transition in the current situation was seamless and hassle-free for everyone involved. "
The embassy will shortly be tracking Bobby's place with a glimpse into the life of Charlene, a Russian blue.
Source: The Message