01 — THE FILM

Building something unique for a good cause is truly rewarding. The film unfolds on a warm, sunny evening beneath a serene blue sky dotted with a few clouds. The gentle sunlight captures the warmth of our message, beautifully complementing the heartfelt jingle that guides our story.

Adopting a charming Claymation style reminiscent of classic stop-motion animation, each character was meticulously designed to embody the charm of clay figures, adding a unique, handmade quality to the film. By blending modern CGI techniques with the timeless appeal of stop-motion aesthetics, we crafted an immersive world that deeply resonated with global audiences. This project not only tested our creative and technical skills but also highlighted the transformative power of storytelling in inspiring positive societal change.

02 — THE STORY

“One of the defining features of the project is its heartfelt narrative and endearing jingle, ‘Good karma by the pint!’”

“Crafted with a catchy melody, meaningful lyrics, and captivating characters, the story effectively reinforces the positive impact of donating blood.”

“Central to our mission was inclusivity and representation. We portrayed a diverse range of ethnicities and identities respectfully to meaningfully reflect our broad audience.”

“We aimed to create a cohesive and impactful storytelling experience that engaged and motivated our audience while maintaining good vibes.”

“This project highlighted our creative and technical abilities and showed how storytelling can motivate action and lead to significant change.”

03 — BEHIND THE SCENES

The biggest challenge on our end was creating all the various assets. With over 40 characters, each one underwent numerous stages—from concept and modeling to look development—before they could be animated. This process ensured that each character authentically reflected their unique traits and moved in a way that resonated with their personalities.

In addition to the animation, the campaign included over 30 carefully crafted still images. These images ranged from key narrative moments to new compositions featuring alternative characters and backgrounds. Each image preserved the film's aesthetic continuity while capturing significant aspects of daily life, such as holidays and seasons, to highlight the ongoing importance of blood donation, which can be given multiple times per year.

04 — CREDITS

PRODUCTION
Roof Studio

CREATIVE DIRECTOR
Guto Terni
Vinicius Costa
Lucas Camargo

DIRECTOR
Kawe de Sá

ART DIRECTION
Lucas Camargo


EXECUTIVE PRODUCER
Fernanda Curi


3D SUPERVISOR
Gus Rodrigues

PRODUCTION MANAGER
Jhonatan Luiz


LINE PRODUCER
Fernanda Fraiz

PIPELINE CGI
Carlos Hallan

CONCEPT ARTISTS
Diego Barcelos
João Lavieri
Patrícia Sonoda
Guilherme Lascasas
Murilo Justiniano
Alisson Ricardo

ENVIRONMENT MODELING
Adam Pierre
David Carvalho
Danilo Silva
Doug Silva
Ismael Marquez
Pedro Brigagão
Marcus Sidonio
Natan Ernani
Raphael Baum

CHARACTERS MODELING
Alexandre Corbini
André Hamada Kikumoto
Brendon Souza
David Carvalho
Edu Souza
Gabriel Acácio
Gabriel Oliveira
Guilherme Luis Coban
João Bueno
Karina Bastos
Matheus Lima
Maycon Lopes
Natan Ernani
Rhenan Fidelis
Ricardo Viana
Tamires Raymundo


LEADS LOOKDEV
Marinho Silva
Tiago Mesquita

CHARACTER LOOKDEV ARTISTS
Bruno Henrique Peres
Bruno Macedo
Jiovana Santos
Julio Bonfante
Marcos Moraes
Morgana Galvan
Pietro Bernardi
Victor Trovato
William Silva

ENVIRONMENT LOOKDEV ARTISTS
Bruno Henrique Peres
Bruno Macedo
Julio Bonfante
Pedro Henrique Placido
Pietro Bernardi
Marcos Moraes


LEAD LIGHTING
Marinho Silva

LIGHTING ARTISTS
Guilherme Cazarine
Lauréline Grandin
Letícia Pires
William Silva

CHARACTER RIGGING LEAD
Thiago Valentim

CHARACTER RIGGING
Douglas Fusinato
Gabriel Nakata
Guga Pixel
Marcos Leite
Tamires Garcia

LAYOUT SUPERVISOR
Kawê de Sá

LAYOUT ARTIST
Diego Milanski

LEAD ANIMATION
Christian Weckl

ANIMATORS
Caio Nunes
Guilherme Gazzoni
Hannry Pschera
Igor Copelli
Jonas Silva
Jonathan Souza
Jorge Zagatto
Leo Targino
Marcos Elias
Marcus Carvalho
Michael Carlos
Ronaldo Brito
Vini Ribeiro

3D MOTION GRAPHICS
Everton Rios

LEAD ASSEMBLY
Doug Silva

ASSEMBLY AND RENDER
Danilo Silva
Diego Milanski

VFX ASSEMBLY
Lobão

COMPOSITION LEAD
Rafael Chiavegatti


COMPOSITORS
Alê Camargo
Gustavo Pinheiro
Marco Silva
Ralph Reinle

STILL COMPOSITORS
Aline Freitas
Lucas Farizatto

MUSIC
Tonal Chaos

FOUNDER/EP
Marc Aaron Jacobs

MUSIC
Jason Miller

VOCALS
Devyn Rush

SOUND DESIGN/MIX
Eric Berdon