To help Tropicana promote its new Light & Healthy brand of orange juice, digital effects studio Ring of Fire took citris to the gym with the aid of computer animation. The humorous new spot was produced for ad agency Element 79 Partners.
"CGI World" opens on the Tropicana Training Facility where we see oranges working out to Olivia Newton Johns 80s classic "Lets Get Physical." Some of the rotund fruits are making their way around a track while others are sweating it out on treadmills as a voiceover announces, "Introducing Tropicana Light & Healthy. One-third less sugar and calories than orange juice and a delicious taste." The oranges dive off a high board and into a swimming pool of juice, jump rope and tackle the rowing machines, as well as participate in a step class. The spot concludes with two male oranges sucking in their bellies as a female runs by on the track.
Ring of Fire creative director Jerry Spivack says his team used Maya to design pre-visualization animatics and to build the CG gym environment. The Henry was then used to pull the elements together, create the edit and time the action to the music.
"The agency really gave us a great opportunity to collaborate with them throughout the process to develop the initial idea into what you see on screen in the final," notes Spivack. "The process began with rough animation tests as we progressed and bounced ideas back and forth. The agency really allowed us to explore some fun areas. It was nice to be given this kind of creative latitude."