Case Study

KitchenAid’s ‘Built To Take It All’ campaign is a mixing pot of stellar live action, type design, 2D and 3D animation, a tasty grade, and well paired VFX, designed by Carbon and directed by Alaska at Iconoclast.

The stand mixer shreds, mashes, whips, chops, and makes the everyday a little more special. We had a blast cooking up a campaign as impressive as the product with our agency partners at Digitas, across a wide menu of television commercials, online content, and social assets for a worldwide audience and market.

Carbon

Creative Director Rob Foster
Executive Producer Derek Goldsmith
Producer Nathan Lueptow
Producer Lauryn Grimando
Colorist Julien Biard
Executive Producer, Color Laurie Adrianopoli
Lead Designer Rob Foster
Designer Matt Beharry
Designer Tom Burden
Designer Justin Harder
Designer Katrina Zimmerman
Designer Cesar Cid Rivero
Animator Sam Giersimczuk
Animator Scott Pellman
Animator James Tobias
CG Lead Sam Giersimczuk
CG Arist Scott Pellman
VFX Supervisor Guilherme Tollmeiner
Lead Flame Artist Michael Sarabia
Flame Artist Heidi Anderson
Flame Artist Steven Wind

External

Brand KitchenAid
Director Alaska
Production Company Iconoclast
Producer Rob Stark
Director of Photography Pierre Kerchove
Agency Digitas
ECD Laura Keeler
Producer Rob Tripas
CD Christina Swan
CD Danny Weilandt
Editorial Company Work Editorial
Editor Chris O’Brien
Sound Another Company

Styleframes, design exploration, & recipe testing

Before jumping into the meat of our production, our global team donned their aprons and hopped into the test kitchen, exploring and sampling type design, end tag animations, and motion graphics.

Motion Tests

Complementary flavors

The moment the KitchenAid switch gets flicked, the type and text move into action too! We tested the best ways to integrate our design, animation, motion graphics, type design, and CG as a seamless and perfect pairing to Alaska’s live action. What can we say? Everyone loves a little flavor enhancer.