01 — THE FILM

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.

02 — THE STORY

"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!"

03 — BEHIND THE SCENES

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.

05 — CREDITS

AGENCY
RPA

CLIENT
Pediatric Brain Tumor Foundation (PBTF)

DIRECTOR
Guto Terni

EXECUTIVE PRODUCER
Crystal Campbell

PRODUCER
Emily Branham

ASSISTANT PRODUCER
Joana Santos

3D LEAD
Heber Conde, Shane O’Hara, Vivi Adade

ART DIRECTION
Guto Terni

CONCEPT ART
Pedro Minho,Victor El Guy, Lucas Camargo, Rafael Martin, Fabio Valle, Bruno Jacob, Basia Tran.

ADDITIONAL CONCEPT ART
Renan nuche, Fernando Peque, Estevao Chromiec

STORY BOARD
Ivan Freire

MODELING
Rayza Alvarez, Alex Liki, Jean Marcel, Danilo Gerrard, Lucas Camargo, Thiago Batista, Lucas Ribeiro.

RIGGING
Vivi Adade, Danilo Pinheiro

ANIMATION DIRECTOR
Derek Henriques, Guto Terni

LAYOUT
Alfredo Hisa, Heber Conde, Lucas Ribeiro

ANIMATION
Mallo Ryker, Alex Ferreira Simões, Diego de Paula, Nico Pateta, Marcelo Zanin, Michel Denis da Silva, Rafael Polanczyk, Renato dos Santos Sena, Heber Conde, Paul Wei, Marcio Nicolosi.

FUR
Josemar Queiroz, Shane O`Hara

3D LIGHTING / RENDERING
Joe Nguyen, Shane O`Hara, Vinicius Paciello, Guto Terni, Josemar Queiroz.

LOOKDEV
Shane O`hara, Guto Terni, Josemar Queiroz, Flavio Mac, Lucas Ribeiro

ADDITIONAL LOOKDEV
Gustavo Groppo, Guzz Soares

LEAD COMPOSITOR
Marcelo Bortolini

COMPOSITING
Marcelo Bortolini, John Harrison, Bruno Ferrari, Guto Terni, Shane O`hara

SIMULATION
Heber Conde, Flavio Mac

PIPELINE
Marcelo Bortolini