Tang x Pixar
Our team was tasked with filming a commercial for Tang Juice that heavily featured characters from Pixar movies for the launch of a new product. We had to develop a compelling narrative that upheld the brand values and the sponsor's guidelines. Our main goal was to capture the magic we felt the first time these characters inspired us.
01
The Product
The client was interested in bringing the product, Tang Balance, to the forefront of the communication. A healthier Tang juice that had none of the sugars and additives, and all of the flavor and nutrients.
02
The Challenge
Given the health regulations for advertising in the country, we couldn't use the same communication, including depiction of animated characters, in digital as on TV. There wasn't going to be a way to use the same costumes as takes on both sides of the campaign.
03
The Solution
We had to develop, for the same production, alternate takes, both for digital and for TV. Using the same environments and characters, we focused on the product qualitites instead of doing it on the Pixar branding.
It was key to use the same shot compositions and settings to have coherence throughout all aspects of the campaign, as well as to shave costs.
04
The Result
We ended up with a cohesive campaign. We developed a commercial for TV, and four digital videos, countless of photographs and assets for digital. The client was happy to been able to achieve all of this in just two days of shooting. The launch was a success, and today Tang Balance is enjoyed in several households thoughout the country and is often times preferred over the original version.