For the first installment of Energizer’s latest campaign, Mill+ partnered with Camp + King to deliver the famous bunny in a whole new world. Directed once again by Robert Sethi of Mill+, ‘VR’ demonstrates that no matter the conditions, our fuzzy friend is ready to “outlast” anything—or anyone.
A key focus for The Mill’s team was the departure from the classic white room; placing the hero in a totally new environment. The added element of virtual reality challenged the artists to expand the bunny’s performance and actions, which enable him to interact with humans in a roaring football stadium. Inspired by the strength of Energizer’s lithium battery, the artists enhanced the personality of the bunny giving him a tougher, more confident attitude, which he proudly embraces as he scores the game-changing touchdown.
The process of crafting the sports scene posed some complexities; with nearly 20 football players to create, the artists incorporated motion capture to help with the design and animation of their actions.
For more Energizer work, check out ‘Fluffy Tail’.
Creative Director: Robert Sethi
2D Lead Artist: Tom Van Dop
3D Lead Artist: Robert Chapman
2D Artists: Adam Lambert, Peter Sidoriak, Tom Van Dop, Jeff Langlois, Tim Robbins, Daniel Lang, Mark Yates, Trysten Pease, Mark Yates
3D Artists: Robert Chapman, Mike Di Nocco, Blake Sullivan, David Breaux, Ed Laag, Jason O. Monroe, Berk Hakguder, Annie Zhao, Cory Cosper, Jacob Bergman, Jae Jun Yi, Matthew Williamson, Justin Tirado, Katie Schiffer, Michael Comly, Nole Murphy, Ran Wang, Samantha Pedregon, Stew Burris, Victor Duncan, Wim Bien, Ziye Liu, Eugene Gauran, Kelly Perez, Sophie Quagebeur
Art Department: Helen Hsu, Greg Rubner, Patrick Kipper, Sasha Vinogradova