Recently, I have had the pleasure of working alongside the iconic Haribo. After a few ideation sessions with multiple different projects, the team and I slowly realised that we were bound by very rigid rules surrounding creative content. This is understandable as Haribo is already a super successful, well established brand. In cases like these, you often find there are very rigid branded rules to follow. However, my thoughts were that we were not using the Haribo assets as well as we could be.

 

A new approach needed to be made. One which would allow them to fully utilise their iconic and well known mascots. My idea was to create very intricate and highly accessible animated rigs. This would in essence reduce production time, enhance overall quality and allow shared assets across different campaigns. The design team fully supported the idea and so we began strategising a plan.

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Phase one was to simply create a proof of concept. With Halloween slowly looming, we figured this was a perfect opportunity to trial our new approach. I knocked up a character rig based on the designs the team sent over, ran it through After Effects, added some spooky sounds and sent it to the team.

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The animation was an astounding hit, everyone at Haribo HQ loved the new approach, which was fantastic! The team were so pleased, that they decided to have it on display across their UK retail stores. Shoppers were big fans of it too.