The Duracell Bunny is an iconic character in the advertising industry. Since 2012, Mikros MPC has been the guardian of its visual identity, ensuring consistency and integrity across all media worldwide. In 2020, Duracell and Wunderman Thompson turned to Mikros MPC to direct its new ‘Optimum’ range battery with a new ‘Bunny TV Address’ commercial – its first in full CG with a new-generation mascot.
Initially planned as a live-action-based project, the confines of the 2020 pandemic persuaded the brand to produce the commercial in full CG, as well as create a renewed mascot.
Building upon eight years of collaboration with Duracell and multiple campaigns delivering the brand’s mascot in more than 40 countries, Mikros MPC was involved from the earliest stages of ‘Bunny TV Address’. The MPC team provided a full range of services from pre-production, direction, and production – up to final delivery of the main 30-second film and nine shorter versions.
As the character evolved to its current 3.0 version, Mikros MPC teams refined its features, movements and emotions. Technical and artistic limitations were overcome by developing a highly detailed rig, and Mikros MPC lead animator Augustin Paliard built a complete library of assets based on previous films and the latest evolutions of the character. This library brings together all poses, facial expressions and mouth shapes (including distinct phonemes or units of sound for different languages) and ensures standardization of the brand’s creative intentions, with no less than 50 expressions approved by Duracell and available for Bunny.
In addition to Bunny, Mikros MPC created the sets in full CG – with four different environments required for this campaign: a shop, a living room, a garage and a city. Mikros MPC teams researched and built all assets, adapted to each environment, and introduced them to the client at the previz stage, giving them approval on every aspect.
The launch is the subject of a massive campaign across TV, digital and point of sale. For the new film, the team at Mikros MPC built on this extensive work to bring a higher level of acting ability to Bunny – developing more subtle expressions and making Bunny look less theatrical. Cheekier than before, with more energy than ever, Bunny becomes a great communicator in ‘Bunny TV Address’ to household appliances and their owners.
A full CG movie requires a lot of interactions between the director, CG artists and the production teams. As the project was mostly completed under quarantine, we adapted our way of working with regular video conferences. Being part of the Mikros MPC team aided my direction, as I knew all the processes; how to get the best results from the artists; what was creatively possible or not; what shots were needed or useful or not. And of course, I was available for the teams and the clients anytime. In the end, I believe we were 10 times more effective.Shaun Severi, Mikros MPC, Director
Agency - Wunderman Thompson
Chief Creative Officer - Steve Aldridge
Global Creative Director - Jason Berry
Creatives - Katia Schutz, Stefan Foster
Integrated Programme Director - Danny Bayliss
Creative Producer - Christine Sibthorp
Planning Director - Neil Godber
Senior Planner - Pierre-Henry Briec
Global Business Director - Bob Boxer
Associate Business Director - Lizzie Alleyne
Account Director - Eric Gruber
Account Manager - James Brenchley
Account Executive - George Lawrence
Integrated Production Director/Producer TVC’S - Toby Clifton
Producer Social - Robert Morgan, Chris Elysey
Head of Production - Hugo Allart
Executive Producer - Ana Rodrigues
Director - Shaun Severi
Animation Supervisor - Augustin Paliard
VFX Producer - Allahan Lasledj
CG Supervisor - Guillaume Poueymarie
CG Consultant - Guillaume Ho
Modeling - Nicolas Du That Co, Philippe Zozor
Texturing/Shading - Richard Rampaly, Guillaume Dadaglio, Valentin Lesueur
3D Generalist - Alexandre Sauthier, Floriane Greneche
Concept/Paint Over - Nathan Lucas
Animator - Coline Tomala, Samuel Durand, Coralie Soudet
Render/Lighting - Victoria Léger, Floriane Greneche, Christophe Plouvier, Luc Martias, André Monteiro
FX/Cloth - Stéphane Soubiran
Crowd - Louis Maero, Lucas Vielet
DMP - Floriane Greneche
Compositing - Floriane Greneche, Luc Martias, Théo Cocagne, Laurent Launes, Eric Lemains