The Challenge: After a succesful How Do You Uno? campaign, Ayzenberg Agency approached Particle NY again to bring to life the The Art of Strategy Scrabble Campaign. The Art of Strategy spotlights that Scrabble is not about the words you play, but how you play them. With Scrabble, everyone can have fun unlocking the power of their words through simple, easy-to-deploy strategies.
Concept: Inspired by the strategic, fun play of of Scrabble, each spot captures the whimsical nature of play through live-action video and 2D animation.
Production: One custom set was hand built to provide a fun, unexpected look to match the whimsical nature of the 2D animation and the geometric forms of a Scrabble board. Utilizing our proprietary budgeting plaform, we managed costs to meet the client’s budgetary needs while providing a full, custom art build.
G&E prerigged the set to ensure minimal lighting changes throughout the shoot, and the camera was placed on a dolly for ease of movement through the set. This allowed us to meet the demands of the schedule while providing the director, agency and client with enough time to perfect each spot.