Edgars "Popup book"

Drawing on the inspiration of various children's cartoons, and entertainment characters, director Celina Guimaraes and her team at TJDR JHB developed the concept and tasked M&S with bringing it to life digitally through an animated pop-up book with live action children interacting with elements in the world in some way.
Says Masters & Savant Worldwide Johannesburg MD Roger Smythe, "With a firm grasp on how to integrate live action and animation, the biggest challenge was how to best create the individual worlds of the cartoon and television characters, while ensuring that the single pop-up book element was maintained. Each cartoon or character world had to me individually crafted around the live action produced by Fresh Eye, all the while making sure that these would be able to be inserted into the animated pop-up book."
Concludes Jo Webb, "Through our partnership with Masters & Savant Worldwide (animation) and Fresh Eye (production) we were able to create a fantastic dual animated and live action commercial that would certainly grab the attention of children and parents alike and communicate the message that would ultimately drive sale."