Creative Animation Studio Calabash Helps Craft Look Of Attention-Grabbing Ad For Nintendo 3DS Yo-Kai Watch
Directed by Mark Kudsi of production company Sibling Rivalry, New York, the ad, entitled “In Your Face,” has been viewed over 2 million times on Nintendo’s YouTube channel.
The spot presents two seemingly normal scenarios, but then adds a ‘Yo-Kai’ spirit (character) to the mix, causing havoc. In one scene, a mom playing friendly game of basketball with her kids suddenly turns ultra-competitive as the spirit of Blazion, represented by a crazed, distinctly “anime” face, overtakes her. In another scene, a boy in an elevator becomes uncontrollably flatulent after a pretty girl enters (represented by a wave of animated green smoke and a sweaty, embarrassed face) thanks to the Yo-Kai spirit Cheeksqueek.
“Japanese animation uses well-established conventions, but it can also be extremely inventive,” Henry notes. “We had a considerable amount of creative freedom, but always measured against the animated show and a vast wealth of other anime examples to keep it authentic.”
Creative CreditsProject: "In Your Face" spot
Client: Nintendo/Yo-Kai Watch videogame
Agency: Leo Burnett Chicago
Production Company: Sibling Rivalry
Director: Mark Kudsi
Animation: Calabash Studios
Creative Director: Wayne Brejcha
Executive Producer: Sean Henry
Editorial/Post: Radar Studios
Editor: Mark P. Smith
Executive Producer: Graham Gangi