{"id":1566,"date":"2009-08-11T14:11:46","date_gmt":"2009-08-11T13:11:46","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=1566"},"modified":"2010-01-20T13:14:20","modified_gmt":"2010-01-20T13:14:20","slug":"cereal-offenders","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=1566","title":{"rendered":"Cereal offenders"},"content":{"rendered":"<p>Aardman\u2019s Stefan Marjoram has directed a series of spots for Nestl\u00e8 Cheerios, featuring a light-fingered family of CGI characters intent on stealing breakfast<!--more--><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1572 lazyload\" title=\"Cheerios_Sh04_STILL\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh04_STILL.jpg?resize=600%2C330&#038;ssl=1\" alt=\"Cheerios_Sh04_STILL\" width=\"600\" height=\"330\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh04_STILL.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh04_STILL.jpg?resize=520%2C286&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/330;\" \/><\/p>\n<p>The studio\u2019s work on the BBC Three \u2018Blobs\u2019 idents inspired creatives at Nestl\u00e9s agency McCann Erickson to approach Ardmaan to create a family of characters specifically for Cheerios.<br \/>\n<img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1570 lazyload\" title=\"Cheerios_Sh06_STILL\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh06_STILL.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Cheerios_Sh06_STILL\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh06_STILL.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh06_STILL.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><br \/>\nAfter a long design process of sketches and plasticine sculptures,\u00a0 the concept was developed into a family of CGI creatures which have the look of vinyl toys about them. About the height of a cereal bowl, their one goal is to get their little hands on as many Cheerios as possible.<br \/>\n<img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1569 lazyload\" title=\"Cheerios_Sh09_STILL\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh09_STILL.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Cheerios_Sh09_STILL\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh09_STILL.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh09_STILL.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><br \/>\nThe first 30-second spot follows the family as they try to empty the breakfast bowl in the pack shot. In the later 10-second spots they resort to wheeling the goodies off in a shopping trolley and sawing their way into the pack.<br \/>\n<img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1568 lazyload\" title=\"Cheerios_Sh08_STILL\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh08_STILL.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Cheerios_Sh08_STILL\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh08_STILL.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh08_STILL.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><br \/>\nThe characters were built and animated in Maya and composited using After Effects and Fusion. Live action elements were shot digitally using a Phantom high-speed camera.<br \/>\n<img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1567 lazyload\" title=\"Cheerios_Sh10_STILL\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh10_STILL.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Cheerios_Sh10_STILL\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh10_STILL.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh10_STILL.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><br \/>\n\u201cThe sound sessions were bizarre as we had to ask the artists to give us the word \u201coh\u201d with intrigue, pleasure, shock, surprise and so on,\u201d said Marjoram. \u201cIt was an interesting challenge and one that will hopefully make the ad stand out.\u201d<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-1571 lazyload\" title=\"Cheerios_Sh12_STILL\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh12_STILL.jpg?resize=600%2C338&#038;ssl=1\" alt=\"Cheerios_Sh12_STILL\" width=\"600\" height=\"338\" data-srcset=\"https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh12_STILL.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/firedbydesign.com\/wp-content\/uploads\/2009\/08\/Cheerios_Sh12_STILL.jpg?resize=520%2C293&amp;ssl=1 520w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/338;\" \/><\/p>\n<p><a href=\"http:\/\/www.aardman.com\" target=\"_blank\">See more by Aardman Animations<\/a><\/p>\n<p style=\"padding:2px 6px 4px 6px; color: #555555; background-color: #eeeeee; border: #dddddd 2px solid\">\n<address><strong>Metadata<\/strong><\/address>\n<address> <\/address>\n<address>Title: \u201cGive those Os a go\u201d<\/address>\n<address>Client :Cereal Partners<\/address>\n<address> Agency :McCann Erickson<\/address>\n<address>Producer: Jeri Low<\/address>\n<address>Creative Director: John Hurst<\/address>\n<address> Production Company: Aardman Animations<\/address>\n<address>Producer: Helen Argo<\/address>\n<address>Director:\u00a0 Stefan Marjoram<\/address>\n<address>Production Assistant: Maggie O\u2019Connor<\/address>\n<address>1st A.D: Lisa Butler<\/address>\n<address>DOP: Peter James<\/address>\n<address>Phantom Operator: Paul Lilley<\/address>\n<address>Phantom Technician: Ross Pimlott<\/address>\n<address>Focus Puller: Graeme Campbell<\/address>\n<address>Grip: Jim Boorer<\/address>\n<address>Playback Op: Joe Maxwell<\/address>\n<address>Props:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Damien Neary<\/address>\n<address>Electrician #1: Nathan Sale<\/address>\n<address>Electrician #2: Andy Woodland<\/address>\n<address>Technical Director: Tim Brade<\/address>\n<address>Modeller John Ogden<\/address>\n<address>Texturer : Andy Lavery<\/address>\n<address>Rigger(s):\u00a0 Dorota Sikorska, Chris Whittle, Mathew Rees<\/address>\n<address>Animation: Pascale Bories<\/address>\n<address>Lighter\/Compositor: Darren Dubicki, Tessa Mapp, Jim Lewis, Nick Deboar<\/address>\n<address>Grade: Fincher Trist<\/address>\n<p style=\"padding:2px 6px 4px 6px; color: #555555; background-color: #eeeeee; border: #dddddd 2px solid\">\n","protected":false},"excerpt":{"rendered":"<p>Aardman\u2019s Stefan Marjoram has directed a series of spots for Nestl\u00e8 Cheerios, featuring a light-fingered family of CGI characters intent on stealing breakfast<\/p>\n","protected":false},"author":129,"featured_media":1567,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,5,7],"tags":[27,2940],"class_list":["post-1566","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-animation-projects","category-exposure-news","category-inspiration","tag-ad-spot","tag-animation-projects"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - 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