Milka: Tender Moments

Milka challenged production norms with this unscripted social media campaign. The concept was to bring together four pairs of people with a shared interest, but from different generations.

We were brought on to storyboard, design and animate a flashback scene for each person at a key moment in their story.

But here’s the catch: because these interactions were unscripted, it meant we had no idea what we would be animating until the edits were approved.

We only knew that the older generation would be shown using a collage style and the younger generation would have an illustrated look.

Four live action films, each with two different styles of animated flashbacks which were to be produced parallel to the live action edits. That meant really close coordination between client, agency, production company and CARTEL.

We had to work especially closely with Milka’s marketing team to make sure our designs fit to their existing brand assets. Since we had two different art directions to consider, CARTEL established regular check-ins and feedback milestones with Agency and Client to ensure that the design process ran smoothly and we could begin animating knowing that our look was locked in.

Of course one of the things we love about this project is that we got to animate a lot of characters — and hands! Each art style had different challenges when it came to animating our characters, so we chose different After Effects plugins to achieve the best results.