CRUNCHYROLL STORE
Crunchyroll
Crunchyroll wanted to showcase their high detail mini figures and make a bold impression with their online store. We were more than happy to hype this dynamic toyline and offer our expertise in the toy scene. This time there was a catch—an opportunity to do things even better than before. Our quick-on-your-feet mindset kicked into high gear when we hit that moment of: "Oh crap. We're going to need to try something else". It gets wild when you go off script. But with great partners and trust in the process, the results are well worth the adventure.
IT’S YOUR STORY
Our task was to highlight the contrast between a mundane world and a world full of Crunchyrolls minifigures. More important than anything else, the figures had to take center stage and captivate the spotlight. The mundane world is represented in a creamy gray with boring props. When the mini figures drop in the world is transformed into a Crunchyroll paradise. Our goal was clarity. Clarity has to be priority number one when you’re asking your audience to make a purchase.
Lookdev
We all know already that "simple" is never just simple. A clean, minimal look leaves more room to perceive errors. Any imperfection can become a complete eyesore, like a teensy weensy stain on a white shirt. A tastefully restrained ad like this Crunchyroll collab often requires more attention to detail to get it exactly right. We decided: Let the figures pop, and the environment and animation play support.
Each group of characters was supported by a vignette of props that matched the material quality of the toy. These props were inspired by the IP’s and shows but they were also skewed to fit the world and brand of Crunchyroll. We leaned into highly limited color and put motion only where it needed to be to draw the eye. As the camera whirls around the characters, we sprinkled a bit of charm and flourishes to make the scenes more energetic and immersive.
Lookdev
We all know already that "simple" is never just simple. A clean, minimal look leaves more room to perceive errors. Any imperfection can become a complete eyesore, like a teensy weensy stain on a white shirt. A tastefully restrained ad like this Crunchyroll collab often requires more attention to detail to get it exactly right. We decided: Let the figures pop, and the environment and animation play support.
Each group of characters was supported by a vignette of props that matched the material quality of the toy. These props were inspired by the IP’s and shows but they were also skewed to fit the world and brand of Crunchyroll. We leaned into highly limited color and put motion only where it needed to be to draw the eye. As the camera whirls around the characters, we sprinkled a bit of charm and flourishes to make the scenes more energetic and immersive.
BTS
Crunchyroll Ecomm is a project where we really got to showcase our agility. Before the project even began we were searching for new techniques to give us high-fidelity turn arounds of each figure. We then created detailed animatics with junk figures to work on layout and energy flow. Dynamic simulations filled each scene with flourishes that add presence to the mini figures. The whole thing was really brought together by a pristine and energetic camera as it orbits around each figure.
GAUSSIAN SPLATTING
Crunchyroll wanted to showcase highly detailed minifigs, originally planned as a straightforward live action shoot. But our animated 3D animatics pushed the action beyond what a standard setup could handle. So we pivoted HARD, thanks to the R&D wizardry of our A+ tech director Aaron Dabelow. His answer? Gaussian splats. A totally new pipeline for us.
Gaussian Splatting utilizes hundreds of pictures to pin point an accurate 3D object and its light. We like to think of it as the next generation of Photogrammetry. This process allowed us to quickly capture each mini figure with complete fidelity and perfect reproduction of detail. This process sped up the process of capturing and fine tuning high resolution digital reprodcutions.
At first, our project director Ben was NOT getting the results he wanted with this new process. Gaussian splats normally capture a huge amount of images by rotating a camera around an object to stitch together a 3d, digital recreation... with static, unchanging lighting. We wanted dynamic, moving light on our hero figures. Ben had to find a unique solution with our creative director, Danny Robashkin, on how the hell we were going to get our cameras AND our lights to rotate around the figures. So they built a custom rig that allowed us to position the figure.
"When you have a tool, software, computer, whatever that isn't delivering to the standard needed... you have to be open to new solutions instead of insisting it's the computer's fault.” - Project Director, Ben Lodge
GAUSSIAN SPLATTING
Crunchyroll wanted to showcase highly detailed minifigs, originally planned as a straightforward live action shoot. But our animated 3D animatics pushed the action beyond what a standard setup could handle. So we pivoted HARD, thanks to the R&D wizardry of our A+ tech director Aaron Dabelow. His answer? Gaussian splats. A totally new pipeline for us.
Gaussian Splatting utilizes hundreds of pictures to pin point an accurate 3D object and its light. We like to think of it as the next generation of Photogrammetry. This process allowed us to quickly capture each mini figure with complete fidelity and perfect reproduction of detail. This process sped up the process of capturing and fine tuning high resolution digital reprodcutions.
At first, our project director Ben was NOT getting the results he wanted with this new process. Gaussian splats normally capture a huge amount of images by rotating a camera around an object to stitch together a 3d, digital recreation... with static, unchanging lighting. We wanted dynamic, moving light on our hero figures. Ben had to find a unique solution with our creative director, Danny Robashkin, on how the hell we were going to get our cameras AND our lights to rotate around the figures. So they built a custom rig that allowed us to position the figure.
"When you have a tool, software, computer, whatever that isn't delivering to the standard needed... you have to be open to new solutions instead of insisting it's the computer's fault.” - Project Director, Ben Lodge
OUTRO
When you’re partnering with external creative teams who see the value in the process, trust the back-and-forth, and aren’t afraid to get a little wild with it... that’s where the real magic happens. So the key (and not-so-secret) ingredient in making this project a success? 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻 𝘁𝗵𝗮𝘁 𝘁𝗵𝗿𝗶𝘃𝗲𝗱 𝗼𝗻 𝗳𝗹𝗲𝘅𝗶𝗯𝗶𝗹𝗶𝘁𝘆 and new techniques that elevated the end results.
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