UPS 2024-07-08

UPS "COCO vs The Doubters"

LOBO and Martin agency are bringing UPS and global tennis champion Coco Gauff into a world unlike any other… the world of anime.This campaign positions UPS as a champion of small business owners, especially Gen Z ones. Coco Gauff epitomizes their unstoppable spirit and willingness to defy their doubters, so she was chosen as the hero of this film, quashing a gang of cynical, doubting critters on the court while her young entrepreneur allies do the same while taking their businesses closer to success.Coco, along with almost half of Gen Z, loves anime. They see how their favorite characters take control of their destinies and that empowers them to do the same. That’s why this exciting visual language was chosen for the campaign, turning Coco and a trio of real-life small business owners into actual anime characters. Our goal was to create the animated sequences for the film using the same techniques, processes, and creative approach as an authentic anime show, employing its trademark narrative dynamism and bold graphic style while still keeping the real heart and mechanics of tennis beating underneath it all. But LOBO wasn’t responsible solely for the animated middle portion of the film, in which we collaborated with Oscar-nominated director Thierry Marchand. Being a full production company means we can deliver the complete package, including the live action sequences that were shot in Miami by two of our in-house film directors, Mateus de Paula Santos and Carelli. Besides the main film and its various cutdowns and resizes, we also provided high-res artwork that UPS used in their packaging during the campaign.

Directors

BTS UPS "COCO x The Doubters"

Credits

  • Agency The Martin Agency
  • CD / Creative Team Kevin Ragland, Brittany Lazarof, Chaz Malloy, Landon Hall
  • Agency Producer Marjorie Fajardo
  • Agency Still Producer Vanessa Griggs
  • Directors Mateus de Paula Santos & Ricardo Carelli
  • Animation Director Thierry Marchand
  • Managing Partner Luis Ribeiro
  • Executive Producer Susan Constantine
  • Head of Production Marcelo Barbosa
  • 1st AD João Maurício Leonel
  • Director of Photography Pablo Berron
  • Still Photographer Mary Beth Koeth
  • Art Director Felipe Jornada
  • Live Action Executive Producer Paul Amorese
  • Line Producer Heather Semer
  • Storyboard artist Thierry Marchand, Marcelo Fahd and Rafael Fernandes
  • Producer Paula Nobre
  • Stills Producer Otto Goldstone
  • Post-Production Coordinator Rosangela Gomes
  • Post-Production Producer Eduardo Silva
  • Post-Production Producer Assistant Ricardo Vaz
  • Editor Pedro Falcone
  • CG Coordinator Marisa Ditleff and Ana Mendes
  • CG Supervisor Marcel Fukuwara
  • Modeling Marcel Tsurud
  • Rigging Rafael Dias
  • Composting Artist Leandro Pena
  • Composting Artist Leandro Pena
  • Rotoscope Gassan Abd Abdouni and Leandro Pena
  • CG Animation Larissa Paz
  • Lighting & Render Rafael Migliorini
  • DMP Lead Ricardo Riamonde
  • DMP Artist Ricardo Riamonde
  • Color Grading Royal Muster
  • Color Grading Artist Roslyn Di Sisto
  • Motion Graphics Artist Marcos Rigobello, Maurício Reis and Bruno Ronzani
  • Ingest / Conform / Delivery Marco Antonio Tavares Alves, Fabio Augusto, Isabela Balbo
  • Concept Art Debora Matsuda, Will Panassi, Rafael Fernandes, Marcelo Fahd, Thierry, João Capoulade, Rômulo de Oliveira and Felipe Jornada
  • 2D Character Design Rafael Fernandes and Debora Matsuda
  • 2D Background João Capoulade, Rômulo de Oliveira and Felipe Jornada
  • 2D Animation Supervisor Thiago Martins
  • 2D Animation Bruno Tedesco, Gabrielle Paparelli, Anderson Omori, Karen Tiemi, Francis Viveiros, Gian Burani, JP André, André San, Velto Animadeiro, Paulo Passaro
  • 2D Compositing Marcos Rigobello, Maurício Reis, Bruno Ronzani
  • Stills composition Felipe Jornada and Rafael Fernandes
  • Music Gimme Butter