In developing material for their latest doll offering, CribLife, Hasbro knew that aniamtion would be a key component. Each doll in the line, from the Fashionista to the Punk Rocker, had distinct personailties they wished to convey immediately to the potential customer. Animation is an excellent tool for that task. I was charged with storyboarding and directing 2D animation, involving a team of 5 animators, for the ensuing televeision commercial. Working both with Hasbro’s internal studio and a New York based advertising agency, the TVC’s for the product were created on time and on budget.
Iterations of this work were also used in branded retail kiosks throughout the world.