Kroger—the largest supermarket chain in the US—and DDB New York approached Hornet director César Pelizer to aid in the launch of a massive company rebrand. The goal was to solidify their branding and tell a more cohesive and inclusive story about their commitment to food that’s “Fresh for Everyone.” To do so, they needed to create a look and feel that wasn't just ownable and original, but also emblematic of the diversity of Kroger's millions of customers. The 100-plus unique character designs César and co. subsequently produced was nothing short of staggering in terms of both scope and originality. The 30-second TV spot is contagiously fun. And the countless in-store, out-of-home, and social media assets showcase a sweeping ability to unify the Kroger brand with characters that are relatable, inviting, and fun.
Director: César Pelizer
Agency: DDB New York
Production Co: Hornet
Executive Producer: Alex Unick
Head of Production: Sang-Jin Bae
Development Producer: Kristin Labriola
Producer: Lucas Ajemian
Editor: Anita Chao
Assistant Editor: Marianne Hill
Production Coordinator: Lotty Vique
PRE PRODUCTION
Storyboard Artist: Andres Padilla
Designers: Matt Herring, Milo Targett, Enrique Vazquez
CG
CG Lead: Corey Langelotti
Modeling & Texturing: Angeline Rivera, Natalia Perez, Enrique Vazquez, Jamil Primas, Christine Kim,
Rigging: Jared Eng, Tyler Fotenos
Lighting & Rendering: Jamil Primas, Natalia Perez, Christine Kim
Compositors: Jamil Primas, Natalia Perez, Christine Kim, Chimin Yang, Emily Mai
Lighting and Texturing: Linda Zhou
Animators: HeeJIn Kim, Paolo Cogliati, Anderson Ko
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