In 2017 JWT commissioned us again for Asisa's annual TV campaign. Following the previous year's style, the brand gave health advice to the audience: "Sleep one more hour" was that year's slogan, connecting the few hours of sleep with the problems derived from this habit.
The challenge was to evolve the visual language of the previous year. Starting from minimalism and the use of a color palette (only six colors) to create a world full of details and a little more sophisticated.
☺︎ A very catchy song and illustrations with a lot of conceptual strength. The narrative of the ads navigates among the problems derived from lack of sleep: for the heart, the brain and potential overweight. The main commercial links the first three and narrates a complete day in the life of a couple highlighting the moments where sleeping is more important.
After a wonderful collaboration the previous year with Magoz, this year we teamed up with Xoana Herrera, an Argentine illustrator based in Los Angeles, who works with major international studios such as Buck TV. Her work is fluid, with very soft shapes. She mixes the masses of color and fine lines with which she breaks the perspective and generates different points of attention.
☺︎ The animation process was done by combining 2D and 3D cameras. The characters were rotoscoped into traditional animation to maintain the fluidity of 3D and a more handcrafted look. Some guidelines were established so that the animation was as realistic as possible towards a more adult-style final result.
The campaign had a very good reception and many media passes: at the end of the important fiction series, during the Madrid-Barça match or in New Year's Eve.
☺︎ Agency → JWT SPAIN ☺︎ Creative Direction → Nacho Rojo & Nacho Herranz ☺︎ Production → Pablo García & Lupe Perales ☺︎ Client → Asisa
☺︎ St—Coppel → Design & Film direction ☺︎ Nuria Grajal → Producer ☺︎ Xoana Herrera → Illustration ☺︎ Maaambo → Animation & Composition ☺︎ Peter Cobo y Sergio Tomasa → Composition ☺︎ Javier Ara, Pedro Alpera, Asis Merino, Alberto Sanchez & Rubén Animator → Character Animation ☺︎ Jorge Liquete → Storyboard
☺︎ Melania → Voice Over ☺︎ La Panadería → Mix Effects ☺︎ Pablo Parsser & OEO → Music