Tuesday, May 23, 2006

From Pencil to Toothbrush

I recently completed producing a spot with McCann-Erickson for Johnson & Johnson. The brand is Reach and the product, a new toothbrush called Clean & Whiten. The spot stars the lovable Mr. Reach who has been a part of Reach advertising since the early 90's. We hired J.J. Sedelmaier Productions in White Plains, NY to draw and animate Mr. Reach. J.J. is best know for his animated work with Robert Smigel on SNL. The 3D toothbrush and compositing was done by Spontaneous in NYC.

I'm including 2 versions of spot in the post. The first version is the pencil test. This is the rough beginnings of the animation and the first time in the production process we've seen moving images from the animator. At this stage you'll see, in rough form, the beginnings of the spot. Not until final animation will the nuances and true character of Mr. Reach come through. So the second video is the finished spot and you can compare the two and see what progress was made from the early steps to the end. On this job there was approximately 3 weeks going from the pencil test to the final animaton. The announcer on the spot is Jay Gregory and the voice of Mr. Reach is done by Bill Chesley. We mixed the spot at Audio Engine with Tom Goldblatt. For McCann the spot was written by Jack Spicer and Art Directed by Jeanne Ladias.

Great experience and great results. Apparently sales are up 40% over last year!

So here's where we started...
Click here to Play

And here's where we ended up...