The Garrigan Lyman Group recently tapped Superfad to create a branding commercial that would embody the spirit and beauty of Haiti for Voila, a Haitian telecommunications company. At the heart of the campaign is Haitian-born superstar Wyclef Jean from whose hands spill the paint that creates an animated and colorful representation of the essence of Haiti.
“Our brand strategy for Voila is to position them as uniquely Haitian,” said Rebecca Lyman, Principal, Garrigan Lyman Group. “This differentiates them from the competition and reinforces Voila’s strong commitment to the people of Haiti. The spot launched in time for Voila’s 10-year anniversary and is a part of a larger integrated campaign that celebrates Haiti’s rich and vibrant culture.”
Superfad shot the live action performance of Wyclef Jean on location in New York and returned to Seattle where the animated world was created. This imaginary realm, stylized representations of Haiti, is an homage to Haitian Folk Art style – an aesthetic previously unknown to the Superfad team and one that required copious and extensive research.
“This was one of the more challenging, but also one of the most exciting projects I have been tasked with in my career,” comments Superfad Art Director Carlos Stevens. “Our main goal for this project was to use the Haitian style of artwork to drive a meaningful narrative that would support Wyclef, his actions and his words throughout the commercial. The task itself was difficult because Haitian art is done in a unique style that is unfamiliar to our artists. We all had to adapt to an illustration style we have never encountered before, which made the project all the more challenging, but also fresh and compelling.”
The goal was to integrate Wyclef into his narrative, which sparked the idea of having his actions deliver the visuals. Superfad chose to use a mix of cel animation, 2d artwork and 3d animation to create the most dynamic visual presentation possible. The result is a commercial that reads as a love letter to Haiti and its people.
Agency: Garrigan Lyman Group
Account Director: Naomi Ruiz
Chief Creative Officer: Bryan Cummings
Creative Director: Kalie Kimball-Malone
Senior Producer: Kathleen Minnis Olson
Senior Art Director: Jim Nesbitt
Senior Writer: Darren Vance
Design Production: Superfad
Executive Creative Director: Will Hyde
Art Director: Carlos Stevens
CGI/VFX Director: Dade Orgeron
3D Artists: Phiphat Pinyosophon, Andrew Butterworth, John Cherniack, Herman Kim, Yas Koyama, Chris Hill
Compositors: Carlos Stevens, Loren Judah, Paulo Dias, David Viau Additional Compositing: David Holm, Justin Pae Cel Animation: Dave Creek
Editor: Duncan Sharp
Flame Artist: Joe Vitale
Producer: Nick Hegge
Head of Production: Chris Volckmann
Executive Producer: Rob Sanborn