MOSH | Hair Loss: Hats

A 50’s & 60’s animation revival for Australian health company Mosh.

Men are usually eager to fix things - the squeaky door, that flat tire - it provides a sense of achievement. But when something feels hard to fix, we tend to ignore it and that only leads to feelings of inadequacy. Feelings that can be easily fixed with Mosh.

Inspired by the cartoons from back in the day and through smart and conceptual humor we developed this hilarious TV campaign: carefully crafted with expressive inky brushes full of imperfections and a human feel.

Cartoons of this era were animated on 6s or 8s... (so less fps) where movements are more flat and snappy, giving the sense that the characters

could never live in a real world setting.

And to honor this style we worked on hand-drawn, frame-by-frame animation, adding tons of personality to the character’s behavior and overall charm of the campaign.

We had a blast working on this series of clever yet very funny spots, using real-life analogies to tackle some men’s most tabú issues such as hair loss and erectile dysfunction.

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Credits:

Client: Mosh

Agency: Royals

Rep: Honey Mill

EP: Paul Bennell / Honey Mill

Produced & Directed by Niceshit

Creative Directors: Guido Lambertini, Carmen Angelillo & Rodier Kidmann

Producer: Agusta Timotea

Art Direction & Illustration: Mark Long

Storyboard: Guido Lambertini, Rodier Kidmann, Bianca Sangalli Moretti & Mark Long.

Cel Animation: David Maliboo, Juan Nadalino, Ezequiel Cruz

Edit & Compositing: Guido Lambertini, Carmen Angelillo

Clean Up: Bianca Sangalli Moretti, Ezequiel Cruz, Rodier Kidmann & Carmen Angelillo.

Music & Sound Design: Smith & Western

Niceshit 2021