Feeling healthy and energized is the way to go, and it turns out that Healtheries – New Zealand’s largest supplement provider – has been keeping Kiwis healthy for over 110 years.
Together with our friends at TBWA/New Zealand, we aimed to capture the exact bouncy feeling of a healthy life when the right amount of vitamin C and magnesium is in your system. You rise and shine, and shine, and shine... all throughout the day. Step into the shoes of our main character Riley and walk through the ins and outs of this healthy 360° campaign clip.
The main character, Riley, represents a happy and healthy New Zealander, also known as a Kiwi. We chose one of the world’s most popular unisex names – Riley – to embody a casual yet cheeky and positive personality. Pay attention to the body language, as we designed it to communicate universally – Riley moves through the day with ease and vibrancy, with every step radiating energy.
Our fashion team worked hard to shape Riley’s wardrobe. The style is modern and bright, yet smart-casual and comfortable, suitable for both the office and the outdoors. You might have noticed a hint of Healtheries brand colors in the clothing as well. In line with the Healtheries brand, we aimed to infuse the character with just the right dose of positivity.
Riley has bouncy, large legs and a rhythmic pace – as if the feet alone are guiding them through the day. This embodies the positive drive of a truly nourished and healthy body.
Every detail – from the facial expressions and exaggerated body proportions to the subtle lines of the character – was carefully refined and reiterated to represent a happy, non-binary Gen Z individual who moves, looks, and feels fully energized!
Notice the sun greeting Riley in the morning, a mountain from the Tararua Range grooving to Riley’s rhythm, and a museum painting waving “hi.” It’s no coincidence – during a healthy day, everything feels alive. Whether human or non-human, we aimed for all the characters to resonate with this uplifting energy.
The environment of the clip is heavily influenced by Kiwi elements, right down to the smallest details. We explored and referenced the geographical and cultural features of New Zealand, including the backdrop of Wellington, local cafes, national art, and even dwarfs and sheep, to it Kiwi through and through.
Since a full day is portrayed, we started with a warm morning, transitioned to a gradually brighter daytime, and didn’t sleep on purple hues for the evening setting.
The character’s journey is entirely built around the beats of the music. The length of each step was carefully calculated, and the rhythm of the music determined how wide the environments could be. We made every second (and every step) count!
Step by step, the entire clip was given a cinematic look by aligning Riley’s pacing with colleagues, background elements, scene transitions, and match cuts.
One last step: to seamlessly integrate a 3D object into the 2D world, we made an artistic choice to keep the overall lighting flat. We added just a touch of contour lighting to ensure the 3D object is in harmony with the 2D illustrations.
Director
Roberts Kulenko
Executive producers
Laura Zavodska
Zane Sietniece
Zane MacDonald
Animatic
Gints Gutmanis
Creative Director
Roberts Kulenko
Gints Gutmanis
Art Director
Gints Gutmanis
Sketched storyboard artist
Arturs Bunts
Rita Steimane
rita@panicstudio.tv
Lou Bones
lou@panicstudio.tv