Director Kawe de Sá leads the character design and animation team at Roof Studio in Brooklyn on a musical journey into good vibes in this CG-as-claymation spot for New York Blood Center Enterprises thru Miami agency Markham Yard.

Kawe de Sa: “One of the defining features of this project is its heartfelt narrative and endearing jingle that guides the story. Each character was meticulously designed to emulate the charm of clay figures, adding a unique, handmade feel to the film. By blending traditional artistry with modern storytelling techniques, we aimed to create a visual experience that not only captivates but also inspires action and empathy.
 

“Our research for this campaign revealed an insight: The social currency of being seen as someone who participates in a good cause is a powerful motivator.”

 
“The biggest challenge on our side was creating all the different assets. With over 40 characters, each one underwent numerous steps, from concept to modeling and look development, before they could be animated. Fortunately, we had an impressive team that could tackle this challenge.”

Markham Cronin, founder, Markham Yard: “Blood donation is such a fundamentally important thing for people to understand and participate in. Our goal was to amplify the reasons why they should donate in a way that is not preachy but engaging and fun.

“This category of advertising presents some unique challenges: Blood donor campaigns typically speak to the societal benefits of donation or incentivize donation through perks. However, our research revealed an insight: The social currency of being seen as someone who participates in a good cause is a powerful motivator.”
 
 

 
Client: New York Blood Center Enterprises

Agency: Markham Yard
Chief Creative Officer: Markham Cronin
Creative Director: Jack Bagdadi
Art Director: Laura Suescun
Copywriter: Alex Lozana, Karina Bagdadi
Head of Production: Alec Lopez

Production: Roof Studio
CD: Guto Terni, Vinicius Costa, Lucas Camargo
Director: Kawe de Sá
Art Direction: Lucas Camargo
Executive Producer: Fernanda Curi
3D Supervisor: Gus Rodrigues
Production Manager: Jhonatan Luiz
Line Producer: Fernanda Fraiz
Pipeline CGI: Carlos Hallan
Concept Artists: Diego Barcelos, João Lavieri, Patrícia Sonoda
Environment Modeling: Adam Pierre, David Carvalho, Danilo Silva, Doug Silva, Ismael Marquez, Pedro Brigagão, Marcus Sidonio, Natan Ernani
Characters Modeling: Alexandre Corbini, André Hamada Kikumoto, Brendon Souza, David Carvalho, Edu Souza, Gabriel Acácio, Gabriel Oliveira, Guilherme Luis Coban, João Bueno, Karina Bastos, Matheus Lima, Maycon Lopes, Natan Ernani, Rhenan Fidelis, Ricardo Viana, Tamires Raymundo
Leads Lookdev – Marinho Silva, Tiago Mesquita
Character Lookdev Artists: Bruno Henrique Peres, Bruno Macedo, Jiovana Santos, Julio Bonfante, Marcos Moraes, Morgana Galvan, Pietro Bernardi, Victor Trovato, William Silva
Environment Lookdev Artists: Bruno Henrique Peres, Bruno Macedo, Julio Bonfante, Pedro Henrique Placido, Pietro Bernardi, Marcos Moraes
Lead Lighting: Marinho Silva
Lighting Artists: Guilherme Cazarine, Lauréline Grandin, Letícia Pires, William Silva
Character Rigging Lead: Thiago Valentim
Character Rigging: Douglas Fusinato, Gabriel Nakata, Guga Pixel, Marcos Leite, Tamires Garcia
Layout Supervisor: Kawê de Sá
Layout Artist: Diego Milanski
Lead Animation: Christian Weckl
Animators: Caio Nunes, Guilherme Gazzoni, Hannry Pschera, Igor Copelli, Jonas Silva, Jonathan Souza, Jorge Zagatto, Leo Targino, Marcos Elias, Marcus Carvalho, Michael Carlos, Ronaldo Brito, Vini Ribeiro
3D Motion Graphics: Everton Rios
Lead Assembly: Doug Silva
Assembly and Render: Danilo Silva, Diego Milanski
VFX Assembly: Lobão
Composition Lead: Rafael Chiavegatti
Compositors: Alê Camargo, Gustavo Pinheiro, Marco Silva, Ralph Reinle
Still Compositors: Aline Freitas, Lucas Farizatto

Music: Tonal Chaos
Founder/EP: Marc Aaron Jacobs
Music: Jason Miller
Vocals: Devyn Rush
Sound design/Mix: Eric Berdon