Musica wanted to communicate that their product offering went beyond just music into other forms of entertainment including lifestyle products as well.
In short, they now offered a world of escapism where the imagination can wonder through multiple types of products that offer almost every type of entertainment and hours of enjoyment.
We decided to show people in their typically mundane environments getting sucked into a parallel universe, and then returned somehow changed by the experience.
We created a crazy, illustrated celebratory parade populated by fun, stylised, versions of famous music, movie and game mnemonics. By using simple, stylised animation and blending 2D and 3D techniques, we were able to give the characters a personality and a certain degree of quirkiness.
The end result was a commercial that blended live action and animation to convey how powerful entertainment can be in taking someone's imagination into a new, hidden, fantasy world.
Creative Director : Livio Tronchin (Jupiter Drawing Room Cape Town)
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