Prego had already had made these spots starring Cecily Strong. They shipped and were airing, but they wanted to make changes to enhance the recognizability of the product. For some reason, it wasn't getting the response they desired so they wanted to explore adding some kinetic typography to punch up some of the lyrics. The dynamic supers will be those lyrics related to thickness.
Broadway would be “thick like homemade” and “pour it on thick”
Disco would be “thick sauce” and “pour it on thick”. They gave us reference videos from Taylor Swift, Duke Dumont, and The Chainsmokers. We did 4 variations of each video and then a few more refined ones after our initial animations. Two of each are featured here along with one of the Disco treatments (single "Thick Sause" tracking) that ended up being broadcast instead of the original. These are prime examples of how animated and integrated typography can help reinforce messaging and drive home those memorable moments.
Client: Campbell's Prego
Agency: Leo Burnett
Additional Credits: Aaron Porzel - editor, Rachel Cohen - producer
Software: After Effects
© Jerry Nelson 2021 | Attack Motion Design is a company registered and licensed in Chicago, IL USA.
© Jerry Nelson 2013 | Attack Motion Design is a company registered and licensed in Chicago, IL USA.