Achieving the final result was no small feat and Mill+ director Jeff Boddy infinitely tapped into his team’s creativity and talents.
To make the spot as impactful as possible, the Mill+ team created a non-character based visual language divided into five different themes: paper crafted marigolds, decorative skulls — typical of Dia de los Muertos celebrations — hand lettering, ‘papel picador’ banners and golden leaf skulls. They then moved on to stop-motion animation, one frame at a time. From there, Lead Editor at The Mill Chicago, Charlotte Carr took the footage and sequenced and synced all of the hand-crafted vignettes to the original track paving the way for cel-animation.
The result is nothing short of entrancing.
Producer: Emily Monroe
Creatives: Ken Mason & Matt Conaghan
Account Director: Abby Inman
Additional: Kelly Hagan & Jasmine Garcia
Director: Jeff Boddy
Executive Producer: Addie Pampalone
Production Coordinator: Kate Ryan
D.P.: Dan Frantz & Addison Wright
VFX: The Mill 2D Artist: Jonny Freeman
Animation: Anzie Lee, Adrian Navarro & Devin Hayes
Design: Anzie Lee, Adrian Navarro, Devin Hayes & Matt Darnall