Ooh Baby BABY!
A perennial favorite of the Super Bowl, the E*TRADE Baby -
created by GREY NY - makes his return this year in more traditional
storytelling settings. This year we see the Baby play best man (and
bodyguard) to a nervous groom in a wedding with an overbearing
Father-in-law and dole out investment advice to a newly minted
father in a hospital nursery.
You probably noticed the Baby's body and mouth movements are
more sophisticated this year. Thanks to a high level of critical
thinking and collaboration, we were able to execute the work on a
higher technical level than ever before.
The Mill Producer Jared Yeater proclaims, "The technique is only
half the battle. You have to have a great team behind you and your
artists need to think outside the box. Compositors with this much
expertise, experience and talent are hard to come by."
Yeater continues, "It was a true collaboration among E*TRADE,
GREY, Director Tim Abshire and The Mill from day one. GREY's
team is really smart and has great intuition into what makes the
E*TRADE Baby such a memorable campaign. Our part is great fun. We
get to bring it to life on a technical level and embellish with
creative touches along the way. Tim [Abshire] was new to the
campaign this year, and his fresh perspective and comedic touches
have really helped step it up."