Everything starts from a concept or an idea. Here, it was to represent a toon character that plays with some items while he is going from point A to point B. I came up with the idea to create a character that looked to be drawn on lined paper. It's kind of easier said than done at first when you don't know the procedure, so here are the steps that led me to the final result.
Québon chocolate milk is a division of Natrel in the province of Quebec, Canada. Milk is an essential food and nothing compares with the taste of Québon milk. This makes it something really interesting to make a TV spot for children. The objective of the campaign was to demonstrate that you can win some special prizes if you drink some Québon chocolate milk, and that you have to go to a certain website to participate.
The four principal prizes were a mountain bike, an iPod, some clothing and a digital-camera. I had to work hard and closely with Spoutnik marketing to come up with a good storyboard to show all these aspects. We also had to consider the fact that this spot was intended for kids. While working together we've come up with the idea to make everything in a cartoon world with a hero character. The slogan "Veux-tu sortir avec moi", which means ''Do you want to hang out with me'', was ideal to bond the product with the whole scenario of the campaign. It worked perfectly because kids and young adults are in the age of experiencing their first love. The whole combination of milk, prizes, kids' first love and the product would altogether form the soul of the spot.
The client wanted the character to be a stickman and wanted to know if it was possible to animate such a character. I had to spend a day to model and animate the character. After 10 hours of work I came up whit this using my favourite 3D software XSI and After Effects.
Happy to see that it was possible to do such a thing, the client wanted to see my vision of this world. The whole idea starts with a kid in a classroom who his daydreaming at his desk. The kid wasn't listening much to the teacher, so he draws a character on his class work and some other elements in relation to the spot: mountains, words and phone numbers. We are then plunged into his dreamworld that he has drawn on the lined paper. It took me 3 days to build the cartoon pipeline and I came up with this.