Over the course of this project, Sierra and I's BFA underwent many (and I mean many) changes. One of our original reiterations involved trying to cater our 3 products to 3 different target demographics (young adults, parents, and seniors). However, this approach ended up coming off as being too vague/general, causing us to have to narrow it down.

​Even as we started to narrow down our approach to younger audiences, it still felt too corporate/vanilla, and didn't really seem like it felt like it was something that fit Sierra and I at all. As a result of this, we ended up stitching together past variations of our boards with one of the most recent animatics we had. In the end, we wanted to create an energetic (as well as visually appealing) animation to be used in a trade show as a means of showing a new line of kitchen and drinkware products for working class Gen-Z and Millennials. 

Thesis Statements

Janet

Despite its legacy, Thermos, as a brand, seems to have a very narrow scope in terms of who its target demographic is. With its branding being described by some as outdoorsy and masculine, we wanted to give Thermos a rebrand that caters to younger, working-class generations. To further push this, we wanted to introduce a new line of Thermos products to accommodate Gen-Z's on-the-go lifestyle all the while maintaining the legacy and integrity of the original brand.

Sierra

Thermos has been a reliable brand for over a century, and has a long standing history of creating durable and affordable products, with most of their advertising targeting a masculine, outdoor-oriented audience. Unfortunately, in a world where fast-paced urban lifestyles have become the norm, the company has lost touch with younger generations and needs to evolve both their branding and their products for the modern consumer.

Proposals

Janet

Communicate a clear and concise rebranding pitch through a combination of 2D and 3D motion graphics and live action footage. Although my main focus will both be in 3D product animation and 2D overlays, I also aim to incorporate my skills in photography and videography. I aim to combine the philosophies and principles of these different areas in order to give Thermos a new look, while maintaining the integrity of the original brand.

Sierra

Attract and create excitement in a younger audience while still maintaining brand integrity by creating a promotional 2 minute trade-show video accompanied by new and improved branding. My primary focus for this project will be retopology, 3D product animation, and compositing. I hope to advance my animation and compositing skills while creating hypothetical content for a real brand.

Products

Picture
Portable Cooker by Audrey Clarke
Picture
On-The-Go Containers by Nellie Pedicord
Picture
Slow-Cooker Set by Steven Weber

hot matters. Cold matters. It matters.

  • Masculine
  • Earthy
  • Classic
  • Reliable
  • Sturdy
  • Warm
  • Rugged
  • Steel
  • Outdated

Competitor Analysis

Yeti

  • “Built for the wild. Built for the long haul”
  • Wide range of products
  • Neutral colors
  • Pricey

Igloo

  • Est. 1947
  • Drinkware and coolers
  • Consistent shape language
  • Clean and inviting
  • Community

Contigo

  • Drinkware only
  • Wide audience   
  • Problem and solution approach
  • Environment and hydration

Style Reiterations

Filming Style

  • Personable
  • Saturated
  • Warm
  • Bright
Carrie Pilby, Chef, The Half of It, The Edge of Seventeen, Lady Bird, To All The Boys I've Loved Before

Initial Render Tests

Old boards/routes

Early Anim Tests

Retopology

rendering and Texturing

  • More intense highlights
  • Richer shadows
  • Texture variation
    • Avoiding flatness
  • Gradient background
    • Highlights product
    • Visually appealing/dynamic
  • Bump mapping

Before

After

Live Action

  • Red highlights and midtones
  • Blue shadows
  • Realism/Relatability
  • Stationary tracking vs motion tracking
    • The products moving would provide more realism but it was too complicated given the time and scope
  • Post FX using Magic Bullet as well as After Effect's built in tools were used in order to better help the products blend into the scene

Branding Inspiration

  • Rounder shape language
    • Gender neutral
  • Bold graphic elements
  • Brand integrity
    • Identifiable colors
    • Maintain current customers

Still Strong. Still Fresh. Still you.

Conclusion

This project had its ups and downs, but it was a learning experience, to say the least. Sierra and I both had the opportunity to play on our strengths while also getting the opportunity to explore different mediums, such as live action compositing, water simulation, and further expanding our knowledge in both 2D and 3D animation. I loved having the opportunity to integrate Cinema 4D, Redshift, and After Effects in the realm of product animation. 

ThANK YOU

Committee Members

​​Anthony Scalmato, Dan Olszewski, Mario Serrano, Jeff Simonetta

Special Thanks

​Jake Chilson, Carson Short, Neil Bendana, Skyler Houser, Riley Wychock, Amanda Berry, Margot Gordon, McKenna Nalow, Chey Sprinkle, Zharia Rahn, Hannah Thompson, Hugh Kelly (composer)
In Memory of Jordan Charlton, for all of the doors he opened for us.
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