Ever wonder what comes with that tech device that you are about to purchase, and what accessories you’ll discover need once you take your new gadget home? Best Buy’s “What’s In The Box” in-store campaign provides the national retailer’s customers with the answer to just that question in a new series of stop-motion animated spots created by CRASH+SUES‘ animators Sean Hall and Cari Merryman.

The trio of :30 commercials, entitled “What’s In The Box – Sony Nex-5 Digital Camera,” “What’s In The Box – iPod nano” and “What’s In The Box – Nexus S,” each open with a bold super that reads, “What’s In The Box.’ Merryman and Hall’s whimsical style of animation then brings the contents of the box to life as the product leaps from its packaging, followed by its energetic entourage of accessories.

“This is the second round of in-store spots that Best Buy has CRASH+SUES to create, and we wanted to take it to
another level,” says Hall.

For example, for the iPod Nano spot Merryman and Hall created a runway-inspired set and a playful style of animation choreographing the movements of each item as it exits the box onto a crisp white stage. With moves reminiscent of fashion models on a catwalk, the products pivot and turn, revealing their features as an upbeat music track sets the pace.

The second half the spots are introduced with title cards that pose the logical follow-up question, “What’s Not In The Box?” An animated series of accessories that customers might want to consider adding to their cart follow – such as chargers, ear-buds, carrying cases, a Bluetooth Head Set, etc. The tag, ‘Have everything you need? We can help you find it?’ closes the spots.

“We were thrilled to have another opportunity to work with the Best Buy dynamic duo of producer, Meg Bertas and art director Paul Carlson,” concur Hall and Merryman. “We knew going into the project that we had established a high level of trust and creative communication with them, and that it would be a lot of fun and a great collaborative partnership.”
CRASH+SUES’ animation and VFX team took the project from concept to completion: Merryman and Hall shot the spots on a Canon 5D and used Dragon Stop-Motion software. Matthew Kroese put together the rough cut in Final Cut Pro and Adam Celt created the product tags in After Effects. Alex Englemen brought his magic to the project by designing the 3D intro and exit tags on Maya and finally, Sue Lakso polished up the spots with a little final color correction.

About CRASH+SUES:
CRASH+SUES is a full-service creative, design, FX, animation, color correction, editorial, and HD finishing company that provides clients with a cost-effective and seamless concept-to-completion approach. Their award-winning multi-disciplined collaborative team of talent works with a shared creative vision to create fresh ideas and bring them to life with visual stories that engage the audience and heighten their connection to our clients’ brand.

The Minneapolis-based company specializes in crafting commercials, branded content, trailers, launch campaigns, image spots, intros, opens and films. For addition information contact Heidi Habben at 612.338.7947, or visit our website at www.crashandsues.com.

CREDITS:
Product: Three :30 In-Store spots

Titles: “What’s In The Box /Nexus 5 Digital Camera,” “ What’s In The box iPod nano,” “What’s In The Box/Sony Nexus S”

Client: Best Buy
Executive Creative Director: Bill Anderson
Producer: Mega Bertas
CD/Writer: Paul Carlson

Animation + CGI Company: CRASH+SUES/MN
Stop-Motion Animators: Sean Hall and Cari Merryman
AE Artists: Adam Celt, Sean Hall, Cari Merryman
Colorist: Sue Lakso
3D Artist: Alex Engelmann

Audio Company: Splice Here/MN.

Music Company: Firstcom