Jané

Minnum

Client

Jané

Year

2016

Categories

2D Animation
Illustration
Motion Design
Commercials
Fashion

Imagine a baby pushchair that bets every kind of surface: from cobblestoned pavements to slippery floors, from rocky land to soft sand, from bumpy descents to leaky climbs… The one that you might have in your mind is surely Jané’s brand-new buggy: Minnum.

Garcia Agency came to us with this tough yet stylish pushchair and proposed us to direct a charming short story to accurately convey its versatility, the product’s main essence, not only related to its practical skills but also emphasizing on its chic aesthetic possibilities.

“From Paris to New York: drive your baby safe and easy everywhere you go”

Technical approach

Our biggest challenge was using two completely different techniques such as 2D and 3D at the same time and merging them properly into the same project. Through continuous, organic, barely imperceptible transitions, we kept the 3D pushchair riding in the first row throughout the whole story, while the 2D setting behind it is constantly changing from one city to another. The product’s adaptability is not only conveyed by the background but also through the 3D animation, showing the Minnum’s multiple options: the hood is extended while raining in London, the wheels vibrate while crossing Rome’s stoned pavement… Thus, it proves that the pushchair potential is limitless: ready to overcome any kind of obstacle.

The colour palette was another important element to depict the Minnum’s aesthetic versatility: we combined both the setting and the pushchair colours not only to present different product models but also to reinforce the graphic touch and less realistic tone, also carried out by the illustration style, according to the story’s own particular identity.

Credits

Directed by

Device

Client

Jane

Agency

Garcia

Production Company

Igloo Films

Executive Producer

Àlex Julià

Creative Directors

Eudald Salarich
Pol Solà
Raül Peix

Illustration

Eudald Salarich

2D Animation

Pol Solà
Pere Hernandez

3D Animation

Raül Peix

Sound Design

Raül Peix