Genertel – Tv and web Campaigns
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Genertel – Tv and web Campaigns

2D character animation and motion graphics to define Genertel’s visual universe.TV commercial and web promo.


M&C Saatchi
The Bunch


Riccardo Galimberti
Rachele Santini


Rachele Santini


Rachele Santini, Ilaria Eguia, Matilde Tiraboschi


Eccetera

The project began when MC Saatchi approached us to create the first in what would become a long-running series of 2D animated TV commercials for Genertel.

Genertel – Tv and web Campaigns
Genertel – Tv and web Campaigns

The challenge was to bring the brand’s existing visual language to life: a world built around flat, vector-like illustrations that had until then been used mainly for static communication.
We needed to give this visual universe a greater sense of depth and volume, while developing a fast-paced narrative language with a clear identity and finding creative solutions that could make the content engaging and immediate.
This approach was then applied across numerous commercials and web promos.
After several seasons, Genertel moved to a new agency, The Bunch, who chose to preserve the continuity of the project and continue working with us on the production of the films.
Over time, the Genertel graphic world grew and expanded, evolving into a fully-fledged visual universe populated by an ever-growing cast of characters and environments.

For every film, we worked closely with the agency to develop the content.
The initial concepts and creative direction came from the agency, and we then developed them from a narrative and directing perspective, shaping the ideas into stories that could work effectively through animation.

All commercials, web promos and social content were created using a combination of techniques and tools.
Adobe Illustrator and Photoshop were used to create the graphic assets and backgrounds, Toon Boom Harmony for the 2D cel animation of the characters, animated on twos, and Adobe After Effects for motion, additional animation and compositing.

Every film is built around storytelling. Each piece tells a short story designed to convey a specific message, while rhythm and direction provide the common thread across the entire series.
We developed highly dimensional and dynamic scenes, transitions and sequences, pushing the original flat illustrations towards a greater sense of volume, depth and physicality.

The brand’s campaigns ran for several years and across a wide range of media, including linear TV, Connected TV (CTV) and Video Online (VOL), as well as social media and YouTube advertising campaigns.