Supervalu 'Holiday'

Framestore has teamed up with Kaplan Thaler once again for another singing extravanganza for  Supervalu.  The :30 second spot brings fruits and vegetables to life for the chain of supermarket stores.

Framestore's own David Hulin directed and collaborated with the creative team from Kaplan Thaler to develop a chorus of singing fruits and vegetables for the holiday season. The result is a fun and energetic walk through the supermarket.  As we pass through each section of the supermarket we see a fruit or vegetable character declaring how "Fresh" they are.

"We all love the 80's Kool and the Gang song 'Fresh.'  So, we were really excited when we heard we would get a chance to bring these characters to life in a such an uplifting way, along side the song.  Each character created and has a unique personality all their own," said CG Lead, Andy Rowan Robinson.

Rowan-Robinson adds, "Because of the shear number of characters to both animate and lookdev it was definitely a challenge, but one that the whole team rose to.  Different solutions were developed along the way, including methods to help ease the animation workload and a new in-house subsurface-scatter shader to get a more accurate look and feel for the characters."

Great fun was had by all making this commercial and we are all immensely proud of the result after all the hard work that was put into the project.