Vital Proteins
90% Less Plastic, 100% Yes
Director Rob Foster - Carbon
Agency Vital Proteins

Case Study

Carbon

  • Design & Animation Carbon
  • Director Rob Foster
  • Executive Producer Gretchen Praeger
  • Senior Producers Katie Buckley, Lauryn Grimando
  • Head of CG Frank Grecco
  • Lead 3D Artist and Animator Scott Pellman
  • Modeling Will Moody
  • Compositors Fred Kim, Blake Druery
  • 2D Artist Michael Sarabia
  • 2D Designer Matt Beharry
  • Storyboards John Singer
  • Pitch Artists Sam Gierasimczuk,  Scott Pellman, Frank Grecco

External

  • Client Vital Proteins 
  • Executive Producer Mallory Sohmer
  • Group Creative Director Steph Hayden
  • Copywriter Ken Bates
  • Senior Art Director Erika Fisher
  • Sound Chicago Recording Company

Directed by Carbon’s Rob Foster, we teamed up with Vital Proteins to showcase all the ways 90% less plastic equals 100% yes.

“The team at Vital Proteins had two great playful spots in their brief, both showcasing their new paperboard packaging with almost all the plastic removed. ‘Math’ shows the amount of plastic taken out, and ‘Durable’ focuses on the fact it’s still strong and sturdy. We had a lot fun coming up with ways to demonstrate these two points,” says Rob.

Initial motion tests included all kinds of objects; tennis balls, passenger jets, rubber duckies, and even keytars. “From the beginning we were talking about detailed minimalism.  We aimed to showcase realistic looking objects in a minimal and graphically arranged space.  This way, the key messaging is front and center and doesn’t get lost in the details. Even if those details are thousands of orange mopeds and giant yachts!” ends Rob.

Grab your calculator and enjoy!