| by: | Aug 18, 2000 |
Pitch, the NYC production and animation house, recently wrapped production on two spots for Quaker Oats through FCB Chicago.
The spots were conceived to introduce Quaker Oat's new product, a toasted, cold version of Quaker Oatmeal.
The comical commercials follow the adventures of a box of oatmeal getting singed and zapped in two ways; one spot has the box walking across a bed of coals, blasting off from the heat and suddenly bursting into the new product, while the second spot has a box flying a kite in the midst of a thunderstorm as lightning delivering the expected Fraklinesque result.
"It was a fun project to do over the three months it took to complete," explains Chris Gilligan, Pitch partner and director on the project. "We enjoyed making the spots fun with a Warner Brother's style humor, playing with body language, character movement, funny poses and timing."
Pitch played with a lot of camera moves and perspectives during the creative phase. "The camera snaps back when the box is ignited in the coal. After the box is zapped, it's seen through a haze created by the heat."
Tom Cronin, producer at FCB Chicago, is more than satisfied at the results. "We had boarded these spots as 100 percent, photo-real CGI and obviously wanted them to look as good as possible," explains Cronin.
"After considering other animation companies, going with Pitch was an easy choice. When I compared Chris' reel with those of other big animation houses, his was the best."
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