The Canadian creative houses Oglivy Toronto, CRUSH, and Sons and Daughters created the spot for the Hellman’s Mayonnaise “Eat Real. Eat Local” campaign.

CRUSH creative director Gary Thomas explains what was involved in creating the video here:

We have done other interactive pieces, but this was far and away the biggest single project. For a start, it’s nearly three minutes long, involved a twenty hour shoot with two sets of stop frame animation, a month of CG pre viz where we literally built every shot in CG ahead of time so that everyone could be a part of the process. The schedule had a really tight finishing schedule so we really needed to have all the nuts and bolts worked out before the shoot.

We had a lot of Crush on this project at various points. Stefan Woronko and myself were initially responsible for the creative direction on the Crush side, taking the hard dry statistics and finding different ways to present them in our “world” (a family dinner table). We then added Yoho Yue and Gav Patel who added design and animation elements. The CG team consisted of department head Aylwin Fernando (who didn’t sleep very much), and a team four other animators. We also had four Flame artists led by Greg Dunlop who tracked cleaned roto’d and composited all the shots. We had Kim Knight at Crush Cuts as our editor so we were able the process streamlined.

[via Information Aesthetics]

Incidentally, according to an online French dictionary, the company name translates to “Transfer Studio.” French speakers, please correct me if I got that wrong.

Here’s a behind-the-scenes peek at how they made the Email Center Pro piece:

They also do recipes:

Mmm… cookies.

It took me a minute to realize that a big part of the appeal of these is the classic Sesame Street vibe:

[via How to Change the World]

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