The BriefWe were approached by North-East based advertising agency Just Think, with a concept for a part live-action, part 3D animation TV commercial for their client, Easigrass. Easigrass are the UK’s most advanced artificial grass company. The concept involved creating 3D characters from the brand’s mascots, the Easibugs – Smart cars completely turfed with the artificial grass! The ad was intended to be launched via ITV Player and then rolled out to become the first ever of its kind to transmit on UK terrestrial channels.
Our ResponseMerging CGI with live-action always requires careful planning. Our in-house 3D animator started working on the Easibug character modelling whilst we scouted for the perfect filming location. Once we found our location, we took a variety of still images so that we could build background plates that fit with our real-world environment. Each of the Easibugs has its own unique character and personality, and our animator worked hard to bring them out.
The final commercial was finalised to a very high production standard, and successfully thrust the Easibug characters into the TV spotlight. The client was very pleased with the finished product and the impact from the campaign so far has been extremely positive, with the ad now being rolled out across other paid digital platforms
I’m extremely proud that we are solidifying our position as market leaders by being the first artificial grass company to advertise to a UK television-viewing audience. It’s also great that we were able to use North East suppliers, as I am very proud of my roots in the region. It was great to see the Easibugs take on new male and female characteristics in the campaign. The initial response has been phenomenal, so we can’t wait to see the new campaign.