Clif Bar came to us when they decided to update the packaging across a number of their products. They wanted to revamp the look and feel for nearly their entire product lineup and Builders Protein was the first to get the treatment.
It would act as a testing ground for developing a creative ecosystem from which they could develop numerous marketing assets, and would then apply the same approach to their other products.
We teamed up with Clif's internal creative team to bring their vision to life, in the form of creative building blocks like 3D packaging renders and typeface, and final assets like product videos and HTML banner ads.
Their storyboards called for photo-realistic bars, wrappers, and boxes that had freedom of movement in a composite space made of photographed ingredients and solid colored digital backgrounds.
This style would be the foundation for an ecosystem that would be carried over to future spin-off products like Builders Minis and Builders Caffeine.
We broke down Clif's storyboards and narrowed our approach down to two possibilities–photographing the products and packaging in-studio or building 3D models.
In the interest of maximum flexibility, we opted to build in 3D. If the Clif team ever wanted to see anything at a different angle or with different lighting, it wouldn't involve a costly re-shoot, rather just a tweak in post-production.
We did still execute a smaller-scale studio shoot to capture reference material of the products for our 3D artists, and to capture the hand movements that Clif's storyboards called for.
Things were pieced together as we went, and final assets were inserted where needed as they were approved by Clif. Once all the elements were final, the individual deliverables were packaged as a mini-asset library that the Clif team could pull from to create their marketing materials.