To unveil Toys “R” Us’ biggest Toy Book ever, Toys “R” Us and PRPC Partners turned to Superfad/Los Angeles to produce and design an eleven spot campaign that brings the Toy Book to life. The project began with Superfad developing an approach that would immerse audiences into the world of wonder that is offered by the leading kids store for games and toys.

“The project is about the incredible excitement a kid has when getting to go to Toys R Us,” says Creative Director Kevin Lau. “We want to draw the viewer into the fantastically themed environments. It truly is an engaging way to reach audiences while staying true to the inherent qualities of each toy.”

Indeed, once the overarching approach was developed, each signature environment was designed with a featured toy as its centerpiece; much like the structure of the Toy book itself. Using actual toys – including pre-release High School Musical 3 figures – Superfad created the animated likenesses to appear and move in accordance with the real life models.

“We merged the toys and their animated environments into a fun and magical ride of a sequence,” explains Lau. “From page to page, experience to experience, you get the thrilling sense that Toys R US is the place to go.”

Using Maya and AfterEffects as the primary tools, the flagship spots mark a new approach by Toys “R” Us, one that relies heavily on animation as the mode of storytelling.

About Superfad
Superfad is a brand-driven design and live action production company. Superfad is a collective of designers, directors, animators, and artists.

Superfad’s work runs counter to the trend of design studios who present a singular house style. With offices in Los Angeles, New York, Seattle and London, their work is informed by a wide array of cultural and intellectual influences. Fine art, science, math, and literature are fused with illustration, photography, and technology to produce stunningly original imagery.

Superfad was founded in 2001 and has produced award-winning work for many of the most respected brands worldwide. Honda, Sony, Target, Adidas, and AT&T are just a few of the companies who have turned to Superfad for inspired branding.

CREDITS
Agency: PRPC Partners
Executive Creative Director: Heather Thornswood
Producer: Amy Jo Deguzis

Production & Animation: Superfad
CD/ Designer: Kevin Lau
EP: Kevin Batten
Producer: Angela de Oliveira
Designer: Will Campbell
3D: Yates Holley, Glenn Shuey, Ian Makowski, Stuart Scanlon, Kimberly Im, Christina Lee, Sal Rangel, Andy Kim, Kyle Cassidy
Compositors: Claudia Yi Leon & Don Kim

Sound Design / Mix: Ravenswork
Engineers: Scott Burns & Eric Ryan
2nd Engineer: Edgar Maldonado

Online: Vendetta
Online Editor: Pete Mayor

view the spot at : www.superfad.com