Culver City studio JAMM and Motif Studios in Cape Town, South Africa, deliver the respective VFX and animation exclamation points for Radical Media director Dave Meyers’ ode to the inspirational powers of Jif peanut butter.

The spot, which stars Atlanta rappers Ludacris and Gunna, started as the latest installment of Publicis/PSOne’s “That Jif’ing Good” campaign but has taken on a life of its own including a TikTok challenge.

Ludacris: “Those who know me know I am a die-hard peanut butter lover – I even have it on my rider! The opportunity to bring together two things I love – Jif peanut butter and hip hop music – was a creative challenge I just couldn’t pass up.”
 

Client: The J.M. Smucker Company

Agency: PSOne
Chief Creative Officer: Erica Roberts
Creative Director: Alan Wilson, Peter Defries
Senior Designer: Spencer Chan, Zac Collopy
Copywriter: Josh Clayton
Art Director: Mollie Coyne
Designer: Connor Fitzgerald
Social Creative Director: Dave Gordon
Associate Creative Director: Judd Wachstein
Senior Art Director: Jessica Larkin
Head of Production: Tim LeGallo
Executive Producer: Lauren Schneidmuller

Production: Radical Media
Director: Dave Meyers
DP: Scott Cunningham
Executive Producer: Jim Bouvet, Gregg Carlesimo
Producer: Lisa Brugliera

VFX: JAMM
VFX Supervisor/Shoot Supervisor: Jake Montgomery
VFX Supervisor/Lead Compositor: Patrick Munoz
Shoot Supervisor: Rob Rhodes
Flame Artist: Adrien Servadio, Graziella Gandolfi, Louis Mackall
CG Artist: Zak DiMaria, Brian Burke, Connie Ho, Ben Martin
Producer: Justine Pregler
Executive Producer: Asher Edwards

Animation: Motif Studios
Head of Animation/3D: Craig Parker
3D Artist: Andre Janse van Vuuren
Producer: Jacques Bock

Edit: Exile
Editor: Nick Gilberg
Assistant Editor: Shane Van
Executive Producer: Sasha Hirschfeld
Head of Production: Evyn Bruce
Producer: Julie Zivic

Color: Company 3
Colorist: Stefan Sonnenfeld

Sound Design/Mix: Super Exploder
Audio Mixer/Sound Designer: Jody Nazzaro
Producer: Meredith Nazzaro