Briefed to create a television commercial (that could be extended into print media), which positioned Freshpak as the tea that offers consumers a calm moment, or 'Me Moment' during stressful days, the ad also had to appeal to the tea's primary target audience: health conscious, youthful, intelligent women who need to find a quiet calm moment during their busy days.
Knowing the demands of stop-frame animation, FoxP2 turned to the Cape Town branch of South Africa's leading animation studio, Masters & Savant Worldwide.
Says Masters & Savant Wordwide Cape Town MD, Reto Reolon, "The production process of this project was very exciting for us in that the sequence was completed by hand, 12 stop-frames per second for a 30-second commercial - you can imagine how many end pieces of paper had to be created. Further, each piece of paper had to be perfectly created to effectively produce the end transition. It was a mammoth task. While such a task may have been turned away by many others, Masters & Savant Worldwide welcomed this as we are all trained analog artists and designers first. The merging of the virtual and physical in such an artistic manner has never been done before in our country,"