THiNS
Creamy, crispy, thin. Three words to joyfully highlight the new Kit Kat bars tasting as good as ever but slimmed down to deserve the moniker THiNS.
We finished up 2020 with a fresh new campaign for Kit Kat in collaboration with our French reps Passion Paris and the NYC-based agency Droga5.
This charming TV commercial was created for the launch of the new Kit Kat bars on the international market. They are called THiNS and the name says it all.
Styleframes
Creamy, crispy, thin. We started off by exploring possible ways to build strong visual story-telling that could highlight the three main features of the new bars to the fullest.
The commercial was released on the 85th anniversary of the classic Kit Kat jingle which was reworked for this occasion.
Development“Hey, look at this…”
Here’s an extensive shot selection showcasing the visual research phase from which the final TVC was eventually shaped.
We had a lot of fun breaking the CGI wafer, making countless crumbles explode, crashing the chocolate shells, and pouring liquid chocolate of different densities and behaviors.
We also played around with typography, layouts, and animations that accentuate the vibrant and cheerful mood of the jingle.
“You can see why we call’em Kit Kat THiNS”
The wafer model changed significantly from the early stages to the very final version of the break shot.
In fact, during the production process, we considered several approaches: from 3D laser scanning to photogrammetry, but also optioning procedural modeling and traditional digital sculpting.
