Brief
When Arm & Hammer wanted to showcase its AbsorbX kitty litter made from desert dry minerals, they turned to The Mill/MPC to direct and create a spot that demonstrated its benefits in a fun and memorable way and highlighted the product’s origins – the desert.
Approach
Working closely with the team at The VIA Agency, our director and artists created a host of photoreal cat cowboys and cowgirls congregating in a desert saloon. The shoot took place in an existing two-story desert saloon bar in Bulgaria with a limited crew and The Mill/MPC Director, Michael Gregory, directing remotely.
In addition to the production, we remotely handled the animation and VFX, enhancing the western feel to the footage and the set. The animation team seamlessly blended CG cat heads with human bodies. All of the cats in the spot were based on real cats, which were used as references on set for lighting and modeling. These references were then handed to the animation team to build out the characters.
Impact
This campaign is an example of what can be achieved when teams are working remotely across the globe. The end result is an award-winning campaign that is unforgettable and demonstrates true craftsmanship. The high-quality creature work was recognised at the prestigious VES Awards, winning the award for ‘Best Animated Character’ and was nominated at the AEAF Awards for ‘Best Animation’.