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Phasmatrope Studios director Steve “Spaz” Williams revisits a classic for StarKist
“I really wanted to stay true to the original animation,” stated Williams, ”we had the opportunity to use the techniques from the past, but had the tools of today’s 3D animators to craft a truly special spot.”
In relaunching Charlie, the Quench Agency reworked a classic 1960’s spot that featured Charlie the Tuna and one of his enduring sidekicks, the Octopus. Quench CCO, Jeff Odiorne, who has had a long working relationship with Williams dating back to EA Sports, reached out to see if Williams would be interested in updating this classic,
“Steve is such a prized talent with his background in animation reaching all the way to Industrial Light and Magic. We were thrilled that he could work on this project and provide the hands on approach that crafted such a wonderful outcome.”
In this new version, Charlie is shown giving his heart to his music, but Octopus shows him that StarKist is looking for tuna that’s good for the heart with their new Tuna and Salmon Creations products.
“The key was to keep the look rooted in the original vision,” discussed Williams, “Wayne and his team at Calabash were excellent collaborators. They executed not only the look I was trying to achieve, but also added old school techniques that have been somewhat lost in today’s animation world. Their work was world class.”
Working over a four month production schedule, teams from Phasmatrope, Calabash and Quench visited with many rounds of animation development as well as producing characters for a print campaign featuring LPGA Champion golfer Michelle Wie.
“The whole team, including producer Sean Henry at Calabash and agency producer Matt Campbell at Quench, were engaged and tremendous to work with,” stated Phasmatrope EP Jonathan Isen, “Without a full commitment from all we would not have met the timeline for delivery.”
The Modern Charlie campaign launches in 2016 in both English and Spanish across US television networks and online.
Page Updated Last on: Jan 03, 2016