sanofi - betadine
Teaming up with Publicis Worldwide, we crafted an endearing germ character, 'Steve - bacterium,' for Betadine Throat Gargle and Lozenges. This mascot proved to be a ‘game-changer' for Betadine, as the campaign of brand awareness was incredibly successful, maintaining its impact for over a decade.
Bringing Steve to life was no small feat. It required a meticulous approach, involving the design and development of intricate 3D models and rigs. The aim was to capture the essence of wacky 2D animation, infusing Steve's character with a touch of whimsy reminiscent of classic cartoons like Tom & Jerry. The team created an array of unique and hilarious scenarios that showcased Steve's comically unfortunate demises, each more absurd than the last.
Steve's distinct appearance, with his germ-like blue body and membranous outer layer symbolising his cellular structure, was a product of careful attention to detail. Animated in Maya and rendered with Houdini, Steve became a beloved icon, captivating audiences with his misadventures and adding a touch of humour to the world of healthcare advertising.
The Process
Character design
Storyboards and animatic
Animation
Simulation
Lighting and rendering
Compositing
The team
Client: Betadine
Agency: Publicis Worldwide
Animation by SQUEAK
VFX Supervisor / VFX Director: Ian Anderson
VFX Producer: Jessica Vines
Team: Andrew Kimberley, Octavio De Lellis, Matt Dye, Ahmed Nashabe, Phil Jackson
