Energizer Bunny Bigger Better Bunnier
Energizer has relaunched the Energizer Bunny in a new set of commercials. After 27 years of drumming across the screen, the Energizer Bunny is still going – and now, he’s got a whole new look. Camp + King worked with Mill+ and Director Robert Sethi to put a modernized spin on the brand in a series of CG spots for Energizer’s latest campaign, allowing the fluffy icon to fully embrace his one-of-a-kind personality with ‘Bigger, Better, Bunnier’ animation and character design. Two commercials, “Fluffy Little Tail” and “Power Suit” show the pink bunny with his drum, still going.
“There are few advertising icons that are as famous as the Energizer Bunny and while we kept his shape familiar, I’m excited to present him in new detail, and having him show up in more mediums,” said Camp + King Partner and CCO Roger Camp. “The executions we’ve done so far are just the beginning, as we have a bunch of new ways we’re going to be rolling out the Energizer Bunny over the next few months.”
The concept was to revisit the design of the Energizer Bunny to match the progression of the brand, kicking up the animation while retaining elements of his foundation as an animatronic puppet and, most importantly, bringing more of the character’s personality to life than ever before.
Mill+ set out to strike a balance between a realistic and stylized look, a process that would heighten the Energizer Bunny’s physical appearance and performance range. The VFX & Design team conducted a variety of animation tests to establish the way in which he’d move about the scene, built a brand new set of plush CG fur, and lit the character model to maintain his realism once composited into the CG environments. His range of motion was also extended to give him more room to express himself; he’s now capable of communicating everything from “Huh?” to “Rock on.”
Sethi said, “This campaign allowed us to draw on all areas of the Mill+ business and deliver a complete, end-to-end solution, from conceptualizing the new design to animating, lighting and rendering. We used quite a range of skills – character design, fur grooming, texturing, compositing, character animation – to help usher the Energizer Bunny into this next phase.”
Energizer Bunny Credits
The Energizer Bunny campaign was developed at Camp + King, San Francisco, by chief creative officers Roger Camp and Jamie King, creative directors Rikesh Lal and Jesse Dillow, art director Cameron Twombly, director of content production Stacy McClain, senior producer Nicole Van Dawark, brand director Melissa Stavish, brand supervisor Roxanne Cobbs, brand manager Ashlie Tubb and strategist Carlisle Hensley.
Filming was shot by director Robert Sethi at Mill+.
Post production was done at The Mill by editor Hugo Vaughan-Hughes, executive producer Pete King, senior producer Anastasia Von Rahl, producer Antonio Hardy, production coordinator Daniel Beldy, creative director Robert Sethi, 2D lead artist Ben Smith, 3D lead artists Chris Bayol and Jason Monroe, animation lead Jacob Bergman, animators Jeffrey Lee, Mike Di Nocco, Bridget Warrington, previz lead Matt Neapolitan, 3D lead Matt Neapolitan, 3D artists Victor Duncan, Krystal Sae Eua, Kris Kelly, Sophie Pince, Annie Zhao, rigging artist Fabian Elmers, Fur artist Tamara Garabedian, FX artist Berk Hakguder, concept artist Lisha Tan, Sylvain Deboissey, Jamie O’Hara, designers Helen Hsu and Patrick Kipper, storyboard artists Vince Wei and Tristyn Pease.
Title design and animation were produced at MK12.