Behind The Moving Image | Arm & Hammer’s Funky Felines

Our teams created some funky felines and disco vibes in this homage to Saturday Night Fever for Arm and Hammer’s latest campaign, directed by The Mill/MPC’s Michael Gregory.
News December 2, 2021

The Mill/MPC sourced groom and texture reference for each breed of cat to make sure we captured specific details that distinguish one from another. With this process, the team found the best practice was to stick to one cat and collate as much reference of it as possible, that way we weren’t cherry-picking different characteristics and blending them into something that would not have existed in the real world.


Will Laban, CG Lead said: “The biggest challenge for us was the sheer amount of hero CG Grooms that was needed, it’s nearly double from the previous spot. Houdini’s node-based groom tools played a massive part in streamlining the character build process, allowing us to iterate quickly and repurpose attributes onto different cats, giving us a great foundation to work from”.

He added: “We’re lucky that the lighting on set was exciting and dynamic, it allowed us to art direct the look on a shot-by-shot basis, showcasing all the texture and groom details that we worked into the cats during the look dev phase”.

In our Behind the Moving Image series, we share the latest and greatest behind the scenes look at how our VFX geniuses bring to life some of our most iconic work.

The campaign marks another exciting outing for The Mill/MPC and the brand, following on from the success of its ‘Once Upon a Time’ campaign which was recognized at the prestigious VES awards for Outstanding Animated Character in a Commercial.

Get in touch with our team if you would like to discover more or would like to discuss a potential project.