Wieden & Kennedy Brasil

Lacta 5 Star “Chocolate World”

Sometimes it takes a catastrophe to shake things up a little bit. A sweet, creamy catastrophe.

That’s what happens in this series of spots we produced for Lacta’s 5Star chocolate bars. They take the viewer to a world made entirely of plain chocolate, where plain chocolate people lead their plain chocolate lives. That is, until the place is hit by a massive shower of gigantic, crunchy biscuit bits that crash through everything in their path and cause the ground to split open, releasing torrents of smooth caramel gushing through the streets.

In the end we reveal that all this mayhem is taking place inside a 5Star bar. That’s where chocolate, caramel and biscuit meet to create a deliciously unexpected gustatory experience.

Full of moments of pure anarchy and dark humor, these spots were done in CG animation, with the greatest care taken to reproduce the natural textures of chocolate and other ingredients. The biggest challenge was in portraying the exact look and feel of the biscuit bits: we looked at 5Star print ads for reference and ended up photographing the actual product with macro lenses, in order to capture the true essence of their crunchiness. This attention to detail ensured that everything in this world of chocolate had all the appetite appeal of the real thing.

Videos

5Star "Teaser"
5Star "City"
5Star “Astronaut”
5Star "Garage"
5Star "Ski"
Making Of

Stills & Concept Art

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Credits

Agency
Wieden + Kennedy
Executive Creative Director
Renato Simões, Eduardo Lima
Head of Art
Bruno Oppido
Art Director
José Ferraz, Felipe Paiva
Copywriter
Rafael Melo
RTV/Agency
Regiani Pettinelli, Rafael Messias
DIrector
Mateus de Paula Santos & Nando Cohen
Account Manager
Thaís Lopes, Márcia Guimarães
CG Director
Maurício Löbel
3D Post Producer
Cintia Miura
Animation & Rigging Coordinator
Leo Cadaval
Storyboard & Animatic
Marcos Felix Llussá, Wilson F N Panassi, Tony Soares, Chan Tong Concepts: Marcos Felix Llussá, Wilson F N Panassi, Marcelo Souto, Fernanda Oliver, Alexandre Eschenbach, Márcio Guerra
Modeling
Bruno Saber, Lucas Lira, Guto Sposito, Marcos Smirkoff, Leonardo Rezende, Felipe Bassi, Duda Rodrigues, Natan Zuanaci
Textures
Bruno Saber, Lucas Lira, Natan Zuanaci, Marinho Silva
Rigging
Flávio Castello, Alexandre Cabral, Felipe Gimenes
3D Animation
Stephanie Kajimoto, Daniel "Bahia" Figueirêdo, Victor Dinis, Raphael Vinicius Silva, Jorge Zagatto, Daniel Alvite
Simulation
Lucas Stringhetti, Gabriel Tavolaro, Christye Lira
Render
Marinho Silva, George Damiani  
Composition
Maurício Löbel
Color Correction
Letícia Blanco
2D Animation
Felipe Silva, Estevão Santos, Dênis Milani Adriano
Editor
Herbert Gondo Tachibana
Producer
Priscila Conde
Post Producer
Clara Morelli, Michelle Vinotti, Helena Jardim
Making Of
Andreia de Marchi