We wanted to create a visual identity for this world that was clearly related to the famous Rice Krispies brand. We also wanted to develop a look that was truly unique to Rice Krispies that would go beyond just another environment design. In every project there is a great opportunity to push things deeper and for this one, we chose to play with scale to intentionally make things more like miniature sets. We wanted to amplify the product proportions and create a better relationship with the elfs.
The story centers around this imaginative explanation of how, through the eyes of this kid, the product is made. We developed some tactile engineering structures for elfs to make them even more special, they are seen on these incredible stations with tons of detail.
"We wanted the viewer to immediately see this as a larger than life environment and then move to the first elf shot that reveals the miniature scale."
"We end this magical world following one special rice krispie that pulls us from A to B to C. One awesome continuous shot!"
At ROOF we always choose quality over quantity. We like perfecting each one of our films to the point where we could virtually put them on shelves in our studio to feel proud for years to come. Here we see great examples of these isolated designs, from pitch styleframes to asset creations, we love doing this and each element was painstakingly developed to look great as a standalone piece.