The world is changing faster than ever. Mars Inc. needed a completely transformative marketing plan for the next five years.
Along with 21CB and Koto’s London office we crafted a manifesto to inspire company-wide meaningful change.
Along with 21CB and Koto’s London office we crafted a manifesto to inspire company-wide meaningful change.
Finding a style
A mixed media approach developed by Koto was our starting point. We took this onboard to explore styles of illustration and motion that worked together but could be utilised for different types of storytelling.
A mixed media approach developed by Koto was our starting point. We took this onboard to explore styles of illustration and motion that worked together but could be utilised for different types of storytelling.
We landed on four distinct styles that felt robust enough to work across many different brands and categories but also versatile enough to be adapted and reworked without being too time-consuming: Pencil, papercut, keyline and paint.
Storyboarding
With ‘transformation’ being the key theme, we wanted the narrative to be driven by all kinds of transformations. We also had to be aware that this piece would need to exist in various lengths, so each scene needed to be able to make sense on its own.
With this in mind, illustration lead Gica Tam & animator Michael Lester took a strategic approach, breaking the script into individual vignettes, picking out key transformations and figuring out how these could inform the storytelling.
With ‘transformation’ being the key theme, we wanted the narrative to be driven by all kinds of transformations. We also had to be aware that this piece would need to exist in various lengths, so each scene needed to be able to make sense on its own.
With this in mind, illustration lead Gica Tam & animator Michael Lester took a strategic approach, breaking the script into individual vignettes, picking out key transformations and figuring out how these could inform the storytelling.
Illustration
As we worked through the 10+ minute storyboard, the four illustration styles were utilised to bring humanity into the narrative, to pull together dozens of iconic brands into a singular Mars world and ultimately bring the manifesto to life in a way that would inspire change.
As we worked through the 10+ minute storyboard, the four illustration styles were utilised to bring humanity into the narrative, to pull together dozens of iconic brands into a singular Mars world and ultimately bring the manifesto to life in a way that would inspire change.
Animation
With an early focus on engaging transitions the animations came together seamlessly full of transformative energy.
With an early focus on engaging transitions the animations came together seamlessly full of transformative energy.
Sound
Our sound designer Oliver Muto used recordings of various Mars products to build a unique sound track to the film, think skittles dropping on a table, rustling Maltesers wrappers and percussions from cans of pedigree.
Our sound designer Oliver Muto used recordings of various Mars products to build a unique sound track to the film, think skittles dropping on a table, rustling Maltesers wrappers and percussions from cans of pedigree.
A big thanks to everyone at Mars, Twenty first century brand and Koto for letting us be a part of this ambitious project!
Team
21CB
Creative direction, script & production
Koto
Creative Direction Dan Witchell
Production Steph Hinds / Katey Harvey
Voiceover Laila Alj
Beginners
Illustration Gica Tam / Michael Lester
Animation Lana Simanenkova / Samantha Jones / Michael Lester
Sound Oliver Muto
Creative direction, script & production
Koto
Creative Direction Dan Witchell
Production Steph Hinds / Katey Harvey
Voiceover Laila Alj
Beginners
Illustration Gica Tam / Michael Lester
Animation Lana Simanenkova / Samantha Jones / Michael Lester
Sound Oliver Muto
