Product:

U.S milk consumption has been declining for decades, thanks to fragmented breakfast occasions and growing drink options.

How much further could we “milk” the breakfast occasion?

Content:

Spanish speaking Latinos living in the US have limited access to books in Spanish to read to their kids, and when available are really expensive.

Almost every shot has CGI or visual fx.

The main idea was to film as much as possible and enhance shots in post.

The post was completed in three and a half weeks.

Here’s a Breakdown of all shots to better explain what was done in post.

SC .01 - Background Helicopters in CGI

SC .02 - Background Helicopters in CGI

SC .03 - Matte painting of backgrounds.

Buildings on a second and third layer where replaced

SC .05 - both duckies as a torpedo and bubbles in CGI

SC .06 - All duckies are CGI. Splashes of wáter as they come out too.

All beach and city is a matte painting.

SC .07 - All duckies are CGI

SC .08 - All duckies on background are CGI

SC .10 - Real Helicopter inserted on foreground background helicopters are CGI.

All background right buildings are matte paintings

SC .11 - Added sky on matte painting

SC .12 - Cream stain on machine gun.

Sticker on machine gun is CGI

SC .13 - Cupcakes are CGI

SC .14 - Stains on table are matte painting

SC .15 - All cuplcakes are CGI

SC .16 - Whole shot is made on CGI

SC .17 - Shot on a chroma. Sky was added.

SC .18 - Foreground parachuting clowns shot on a chroma, composed into shot.

All background parachuting clowns and all left of shot is CGI

SC .19 - Horse sillouette on cannon is CGI

SC .20 - More ships added on background

Cannon and rubber horses are CGI

SC .21- Whole shot is CGI

SC .22 - Horses are in CGI

Background buildings are in matte painting

SC .23 - Horses are CGI

SC .25 - Additional landing crafts where done in post

SC .26 - All background city is a matte painting

SC .27 & .28 - modified guns and painted to red in post

SC .30 - Background buildings are matte painting

Helicopter is in CGI

SC .33 - Archive shot retouched to color and added an extra plane in CGI

SC .34 - Sky added on background

SC .35 - widened the plane belly with CGI

SC .36 - composition of bear shot on chroma with a live background

SC .37 - All balloons are CGI

SC .38 - All balloons forming the bear are in CGI

- Awareness of nighttime consumption increased 77%.

- Facebook fans increased by over 34,000 (+61%).

- Social media engagement rate was 3.94% (18x stronger than industry average).

- Nearly 30,000 video views on YouTube.

- Over 6,000 storybook downloads.

- Nearly 80% of Shazam engagements further interacted with the mobile site.