What happened to Marvis toothpastes? A 2D animated social media campaign reveals where the Marvis toothpastes have gone in each episode.
Client:
Marvis
Agency:
LePub
Executive Producer:
Riccardo Galimberti, Pietro Polentes
Visual Supervisor:
Rachele Santini
Design:
Rachele Santini, Chiara Loiacono
Animations:
Rachele Santini, Chiara Loiacono, Alessandro Rizzato, Elisa Pellicone, Fabrizio Paludetto, Carmine Longobucco
LePub developed a series of six videos that offered the most bizarre and imaginative explanations for why Marvis toothpastes had become so difficult to find.
Our goal was to bring the agency’s creative concepts to life through fully handcrafted 2D animation.
Once the concepts were finalized, our role was to develop each story from a directorial perspective. For every video, we created detailed animatics to define the framing, pacing, and narrative flow. Ten seconds may not sound like a long time, but in animation that’s not the case. The challenge was to create compelling stories that could fully unfold within just a handful of shots.
Each video was given its own distinct visual identity and design language. We carefully tailored color palettes, shapes, and graphic elements to create six unique visual worlds while maintaining consistency with the campaign.
One of the biggest challenges of the project was the production schedule. Although each film lasted only ten seconds, producing such detailed digital 2D animation was far from simple. Every video required a dedicated workflow that included storyboarding, visual development through style frames, and full production, with multiple rounds of approvals and revisions along the way.
LePub and Marvis were committed to creating the films entirely in traditional-style 2D cel animation. Every scene was drawn and animated in Toon Boom Harmony, while compositing was completed in Adobe After Effects.
Each film is packed with visual details, requiring multiple animation teams to work simultaneously in order to meet the tight delivery deadlines.
The videos were created for a social media campaign, with Instagram serving as the primary platform. Marvis’ large and highly engaged audience appreciated the creative and playful way the brand addressed the temporary product shortage.
To further support the campaign, custom PR boxes were also produced alongside the first two videos, helping to amplify the launch and generate additional visibility.
