Lucky Charms -
Now With These
Campaign
2018
Lucky Charms, now with these... but what are they? Nobody knows*. We embraced the impossible task of presenting the things that are… something, with a series of spots, social loops and posters.
*They’re unicorns.
Arcade
Believe it or not, kids aren’t the target market for Lucky Charms, but gamers in their 30s are. We dug back into their glory days with some sweet 80s arcade vibes.
Subway
Cartoony, but grimier. These spots wanted to appeal to a slightly older demographic, so we leaned harder into “adult animation” to make something just a little bit off-putting.
Behind the scenes.
The big secret is: it’s just a bunch of drawings in a row.
Credits -
Client: Lucky Charms
Agency: Diamond
Directed by Giant Ant
Creative Direction: Jay Grandin
Art Direction: Eric Pautz
Producer: Liam Hogan, Cory Philpott
ARCADE
Illustration: Eric Pautz, Conor Whelan
Animation: Conor Whelan, Taylor Peters, Doug Alberts
Sound Design: Cylinder Sound
SUBWAY
Illustration: Rafael Mayani, Eric Pautz
Animation: Matt James, Henrique Barone, Shawn Hight, Taylor Peters, Sebastian Curi, Sitji Chou
Sound Design: Cylinder Sound
SEA MONSTER
Illustration: Eric Pautz, Genice Chan
Animation: Taylor Peters, Doug Alberts
Sound Design: Cylinder Sound
SUBURBIA
Illustration: Eric Pautz, Genice Chan
Animation: Diego MacLean, Taylor Peters
TITANIC
Illustration: Rafael Mayani, Eric Pautz
Animation: Diego Maclean, Conor Whelan