Equip Super “Super Equipped” is a 3D, character-driven, animated TVC where a hapless chicken is helped out by a detail oriented octopus pal.

Finding the right style and design for the characters took time - they’re the hero of the spot. They needed to be playful and eye-catching without feeling like they belonged on a kids’ show rather than a superannuation TVC. There was also a real risk the Octopus could end up looking slimy and off-putting if we went too far into hyperrealism. So we explored a semi-realistic, stylised treatment through 2D concepting, hand sculpting, and a grapefruit texture of all things, as the basis for the Octopus’s skin. Unlike most of our characters, we had to have some faith in the process, as it was challenging to see the Octopus’ true personality until it was rigged and posed.

Between intricate hand animation, complex rigging requirements and simulation work, there was plenty for us and our team of incredibly talented specialists to sink our teeth into. The strong creative put forward by the Client and Agency, as well as their excitement for the project and trust in us meant for a delightfully smooth job.

For Lumberfly it's always a treat to work on projects that balance technical and creative problem solving to reach the final vision.

Credits:

Direction: Lumberfly (Hen Beeman and Josh Thomas)

Client: Equip Super

Agency: Cummins And Partners

Production Company: Pixel

Heath Collins - Creative Director

Meg De Laurier - Group account Director

Steven Tortosa - Head of Production

Executive Product: Haley Polacik

Producer: Garett Mayow

Sound: Echo Darling

Houdini: Alexander Murphy

Rigging TD: Robbie Reid

Animator: Ben Hubbard

Modeller: Emily Pritchard

Modeller: Jordan Carter

Character Design: Sarah Brennan

Storyboard Artists: Dylan Shearsby and Amanda Brooks