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Behind the Scenes: Cadbury's #FreeTheJoy campaign

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This month, the awesome jelly Kitchen team have been busy hand crafting stop motion animation shorts for Cadbury. The chocolate giants have been sharing the colourful animations across their social media channels with the hashtag #FreeTheJoy, and you can see all seven of them here. We decided to take a sneak peak behind the scenes to see just how jelly Kitchen did it...

How it all began...

The team were approached by Elvis Communications to create a series of stop motion videos for Cadbury's social media. jelly Kitchen had previously worked with Elvis on their successful Cadbury Oreo divers animation, but for this new campaign, they were tasked with developing a brand new visual style to create animations for the brand's seven varieties of Dairy Milk bars.

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The team worked closely with the agency to develop style frames which mixed hand made paper models and photography. Once the style had been agreed, the team produced a mock up frame for each of the seven scripts.

jelly Kitchen > “The idea behind all of the scripts was to reveal the flavour of the chocolate in various comical ways, such as dodgems crashing into each other. Once the scripts and animation style was signed off, we were then ready to begin animating.”

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The process...

jelly Kitchen > "The nature of stop-motion animation means animating in this way is time consuming. We had to be clever with how we animated them. We used a mixture of traditional stop motion as well as animating some of the elements in after effects. There was a lot of compositing needed to create the final scenes and to add in the hero chocolate characters.”

Difficulties along the way...

jelly Kitchen > "Six of the animations are hand crafted using a combination of after effects and coloured paper, however, Turkish Delight features a Snake made from chocolate pieces. Using real chocolate for this script would have been difficult and time consuming to do in stop motion. Instead, we used 3D techniques to produce the snake character. Using photographic textures and a mixture of Zbrush and C4D we were able to create realistic looking chunks of Dairy Milk Turkish delight which formed the dancing snake."

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The end result...

The Kitchen > “We had a lot of fun creating the animations, and the freedom to work on the sound design really brought the animations to life. The dairy milk dodgems were definitely our favourite! ”

Which was your favourite Cadbury’s #FreeTheJoy” animation? Tweet us @jellyLondon

Stay in touch with everything jelly by following us on FacebookTwitter & Instagram 

 

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