We recently completed this spot for Hasbro's new line of Black Panther toys. Here is a brief overview of our process...
The agency provided a script, and asked us to develop storyboards. We brought in a former Marvel comics illustrator, and created a dynamic set of boards. Once the boards were approved, We then cut these into multiple boardamatics, to test the :20 and ;15 second versions. Here is a peek at the boardamatic.
Once the storyboards were approved, we created a fully CG animated pre-vis of the spot. We created 3d rigged characters for the entire cast of the spot, and a rough 3D environment. This allowed us to plan the camera work and choreography. It was also a useful tool for planning the partial sets and CGI set extensions. The Agency and Client found this to be extremely helpful, and it kept everyone on the same page throughout the production.
We worked closely with casting director Don Case to get an excellent cast, capable of the physical and dramatic intensity required in this action packed spot.
After casting, we set up a shoot on a soundstage in New Jersey. Our team built a partial backyard set, as well as a section of jungle which could be re-arranged for various shots. We had a Steadicam operator for the running shots, as well as a stunt coordinator for some of the jumps and flips. Here is a shot of Jon + Szymon striking a goofy pose on the set
We handled the edit, VFX, motion graphics, and color grading. We brought in matte painters to create the digital set extensions. For the Black Panther character and the giant panther statue, we were provided with partial assets from the feature, which we re-textured, rigged, and animated. The characters and environments needed to match the look and feel of the feature film in order to be approved by Marvel Studios and Hasbro.
Here is the final :20 spot. Watch a group of kids get transported from their backyard to the fantastical world of Wakanda, and come face to face with T'Challa, the Black Panther himself!
The spot got a fair amount of attention, and was featured on Gizmodo / io9...
This Black Panther Toy Commercial Is More Important Than You Understand
"Reading as the Black Panther and his genius sister Shuri save the world in the pages of comics is one thing, but seeing young black children actually embody those characters while having fun is something much more powerful. That’s what makes Hasbro’s line of Black Panther toys and the way the company’s marketing them so incredibly fantastic. "
This spot was also featured on