Project:

Traditional Medicinals

'Take a Closer Look'

Type:

Animation

To bring focus to what is so wonderfully soothing about Traditional Medicinals, we placed our camera deep within cultivated worlds of the naturally-beneficial ingredients that make these teas so unique. Echinacea flowers, eucalyptus leaves, chamomile, and more became mountain-top outlooks and lush meadows kissed with a morning glow. Creating these charming vistas meant we needed an equally delicate cast of characters to turn these ingredients into miniature landscapes. We brought tea-drinkers of all sorts to the Traditional Medicinals world, each finding the calming relief that benefitted them most, whether they be cave-hikers and base-jumpers, or those just looking for a comfy spot to settle in. 

Working with BSSP, we formed a plan to capture the essence of Traditional Medicinals. We knew the product would have its epic moment, but the hurdle was to capture the feeling and satisfaction that drinking these teas brings. Building on a live-action set with natural elements and integrating hand-animated characters juxtaposed unexpected and exciting ideas, creating a warm sense of relaxation that flows through all of the films connecting them. Each character lives and breathes the wellness benefits that Traditional Medicinals brings with every sip.

Credits

Production Company: Scholar
Director: William Campbell
Managing Director: Jo Arghiris
Executive Producer: Kirsten Noll
Head of Production: Tyler Locke
Line Producer: Ben Murphy
DP: Tom Banks
Food Stylist: Marah Abel

Design & Animation: Scholar
Creative Director: William Campbell
Associate Creative Director: Macauley Johnson
Managing Director: Jo Arghiris
Executive Producer: Kirsten Noll
Head of Production: Tyler Locke
Sr Producer: Antonio Hardy
Lead Animator/Designer: Danni Fisher-Shin
Designers: Sam Button, Madison Ellis, Antoinie Eugene, Irma Hasanic, Wu Hyun Lew, Madison Kelly, Jina Kwon, Michael Tavarez, Hana Eunjin Yean
2D Animators: Jeffrey “Jip” Jeong, Henry Pak, Andrew Tan,
Cel Animators: Lyuben Dimitrov, Matt Everton, Taik Lee
Compositor: Brett Lopinsky
Flame Artist/Compositing Supervisor: Matt Lavoy
Storyboards: Mark Yates

Editorial: Scholar
Editor: Jason Webb
Assistant Editor: Dominic Strazulo

Mix & Sound Design: LIME
Music: APM Music
Track Name: 'Trailblazer'

Client: Traditional Medicinals
Agency: Butler, Shine, Stern & Partners

"Combining live-action with traditional cel animation formed a delicate balance of craft and awe that reflects the calm and enjoyment that Traditional Medicinals brings with every sip."

Process

"Echinacea flowers, eucalyptus leaves, chamomile, and more became mountain-top outlooks and lush meadows kissed with a morning glow."

"Each of our characters brings a unique and effortless energy to how they interact with their environment, highlighting each tea's benefits while adding that extra measure of fun or calm that makes Traditional Medicinals so satisfying."