WHAT WE DID
COLO is an initiative launched to dispel the myth that cats have nine lives, and help cats in shelters make the most of their one life by finding them loving homes.
We collaborated with the team at Saatchi & Saatchi Wellness to develop concepts, scripts and storyboards. Once the team at Best Friends were happy, we began production of the three animations.
Environment
Our environment was modelled on the specific site of Best Friends shelter in central New York, so it was important to get the details just right.
Seeing the shelter in-person, collecting sound recordings and visual references (including clothing) was key to the authenticity of these stories and demonstrated the importance of R&D as part of a production pipeline.
Whilst in New York we headed down to the shelter to meet the cats! This was a huge part of establishing their unique, diverse personalities as well as understanding just how special the shelter is.
Cats
We think a good animator can spark emotion in anything - our furry friends were no exception! Their eyes, as well as their physical movements were vital in defining their profiles and developing their personalities in the design stage.
Humans
The concept of the campaign is all about finding the 'purrrfect' match so we used little details in the cats and humans to complement one another.
Background characters
Whilst out and about in the Big Apple, we took to the streets to do a bit of research on the 'extras' in our scenes. We took a lot of inspiration (and a lot of photos) from the vast fusion of people: from fashionistas, gym bunnies, NYPD, bicycle couriers etc.
