Brief
DDB New York were approached by Paramount and McDonalds to concept a commercial that showcased the partnership between the two brands to promote the highly anticipated Sonic the Hedgehog 2 film. DDB enlisted the help of Global Creative Partner; The Mill’s Carsten Keller to direct the spot and transport sonic from the big screen into the world of advertising.
Approach
The biggest challenge for The Mill’s VFX team was to make sure that Sonic’s character was portrayed in the same way as it was on screen – his cheeky personality really needed to be front and centre. The team worked closely with the film’s producer Toby Ascher to make sure the iconic characters of Sonic and Tails were represented correctly. They took references from the previous and current movies, and worked with their TCS counterparts at MPC Film to achieve the best output possible.
Impact
An exciting and captivating campaign that quickly gained attention worldwide, gaining millions of views on social media platforms on on broadcast media.