Westland Garden Health supply gardening, bird and pet care as well as environmental products to the retail market.
Campaign
Set in a traditional English garden, the ad Westland Safe Lawn features Lawnman - a big lovable character made entirely from grass. Our director duo Fredrik Falck and Gabe Hordos worked in close collaboration with our CG team to create an entertaining, funny and emotional story that stayed true to the product. Using a combination of live action and 3D character animation we could show a more convincing setting, being in a real garden as well as make sure our hero could embody everything the lawn should be. Fun, friendly and safe for kids and pets.
Initially we see Lawnman withstand some rather tough treatment from both pets and kids as well as wind, rain and cold temperatures, only to see him transform back to his former glory when reinvigorated with Safe Lawn Natural Lawn Fertilizer. Lawnman now gets to symbolize all the positives of a strong and healthy lawn - a safe place of fun and games for the whole family.
Campaign
Set in a traditional English garden, the ad Westland Safe Lawn features Lawnman - a big lovable character made entirely from grass. Our director duo Fredrik Falck and Gabe Hordos worked in close collaboration with our CG team to create an entertaining, funny and emotional story that stayed true to the product. Using a combination of live action and 3D character animation we could a show a more convincing setting, being in a real garden as well as make sure our hero could embody everything the lawn should be. Fun, friendly and safe for kids and pets.
Initially we see Lawnman withstand some rather tough treatment from both pets and kids as well as wind, rain and cold temperatures, only to see him transform back to his former glory when reinvigorated with Safe Lawn Natural Lawn Fertilizer. Lawnman now gets to symbolize all the positives of a strong and healthy lawn - a safe place of fun and games for the whole family.
Lawnman
Client
Agency
Production Co.
Director
Westland
TBWA Manchester
Milford Animation Studio
Fredrik Falck & Gabe Hordos
Challenge
Our first challenge was to design a character from scratch that was both appealing and readable but that could also show the different stages of the grass, from deteriorated to fresh and healthy. Balancing this so that he always looked kind and likeable throughout would demand some serious look development and RnD. We experimented extensibly to find the perfect look for the grass dialing in texture properties, shading and ratio of cut grass vs uncut. This proved crucial to avoid it just looking like green fur. Luckily we had lots of great references of the real lawn from the live action set which helped us find the right balance.
Integrating Lawnman into the live action also proved tricky. Matching the grass on Lawnman to the real grass was not always straight forward, at one point he lloked much better than the real grass and we ended up enhancing the real environment to match his vibrant fresh look. Another particularly challenging shot was the close-up of the little girl hugging Lawnman. On set we had a soft green screen stand-in of Lawnman so there was something for her to hug, then in post we made a digital stand-in for the girl so we could simulate collisions between her and our animated Lawnman.
At the end of the day we were really happy with the result. We had created a charming and unique spot that delivered the core values of the product and a new grassy character was born - Lawnman
Campaign
Set in a traditional English garden, the ad Westland Safe Lawn features Lawnman - a big lovable character made entirely from grass. Our director duo Fredrik Falck and Gabe Hordos worked in close collaboration with our CG team to create an entertaining, funny and emotional story that stayed true to the product. Using a combination of live action and 3D character animation we could a show a more convincing setting, being in a real garden as well as make sure our hero could embody everything the lawn should be. Fun, friendly and safe for kids and pets.
Initially we see Lawnman withstand some rather tough treatment from both pets and kids as well as wind, rain and cold temperatures, only to see him transform back to his former glory when reinvigorated with Safe Lawn Natural Lawn Fertilizer. Lawnman now gets to symbolize all the positives of a strong and healthy lawn - a safe place of fun and games for the whole family.
Lawnman
Client
Agency
Production Co.
Director
Westland
TBWA Manchester
Milford Animation Studio
Fredrik Falck & Gabe Hordos
Challenge
Our first challenge was to design a character from scratch that was both appealing and readable but that could also show the different stages of the grass, from deteriorated to fresh and healthy. Balancing this so that he always looked kind and likeable throughout would demand some serious look development and RnD. We experimented extensibly to find the perfect look for the grass dialing in texture properties, shading and ratio of cut grass vs uncut. This proved crucial to avoid it just looking like green fur. Luckily we had lots of great references of the real lawn from the live action set which helped us find the right balance.
Integrating Lawnman into the live action also proved tricky. Matching the grass on Lawnman to the real grass was not always straight forward, at one point he lloked much better than the real grass and we ended up enhancing the real environment to match his vibrant fresh look. Another particularly challenging shot was the close-up of the little girl hugging Lawnman. On set we had a soft green screen stand-in of Lawnman so there was something for her to hug, then in post we made a digital stand-in for the girl so we could simulate collisions between her and our animated Lawnman.
At the end of the day we were really happy with the result. We had created a charming and unique spot that delivered the core values of the product and a new grassy character was born - Lawnman
