Singapore Food Agency · 3D animation
Giving local produce a cast of Food Star personalities.
I directed a 3D animation campaign that introduced Eggs Benedette C, Seabasstian Water and Caixinderella as memorable advocates for fresh local produce.
- Role
- Director
- Client
- Singapore Food Agency
- Deliverables
- Main film and three shorts
- Medium
- 3D character animation
Building a campaign around character
The campaign promoted Singapore-grown produce through three deliberately theatrical personalities. Their names carried the joke, but their design, movement and timing had to make those personalities readable before the audience heard a line of dialogue.
We treated each character as part spokesperson, part performer. The main film brought the group together for the Food Star Awards, while the shorter films gave each one enough space to establish a distinctive voice and visual rhythm.
Keeping information entertaining
Public-information campaigns have a practical message to deliver. Animation works best when that message is embedded in something viewers want to watch, rather than added after the entertainment. Here, the characters made local produce approachable while giving the campaign a consistent identity across several films.
Direction involved aligning script, concept art, character design, modelling, lighting, animation, motion design, music and sound around that balance. The final work needed to feel polished and playful without losing the clarity of the Singapore Food Agency's campaign.
Credits and project record
Director: Davier Yoon · Producer: Natalie Ong · Lead Artist / Art Director: Khoo Yihui · Concept / Illustration: Muhammad Noh · Music and Sound Design: Gunnery.