Draft FCB.

Metlife "if"

Draft FCB came to us with this fantastic project for Metlife. Their heartfelt script deserved an equally genuine approach to storytelling. The only logical choice for us was to open up our sketchpads and crayons then animate the entire spot using traditional cel animation.

Working alongside Trollback+Co we established a system of visual icons and transitions for approval. We then created hundreds of illustrations to use for the final animation. The spot was hugely successful and spawned a whole series based on the ‘if’ in ‘life’ concept.

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Credits

Client:

Draft FCB

Production Company:

Trollback & Co
Sticky Pictures

Creative Director:

Michael Darmanin

Design:

Michael Darmanin

Animation:

Michael Darmanin
Ian St. George Freeman

Stills