Bent Creates Abundant World For Tetra Pak

Lovingly hand-crafted sets merge flawlessly with lifelike CG in Tetra Pak's latest spot, directed by Bent Image Lab's Rob Shaw in collaboration with the Philipp und Keuntje agency of Hamburg.

The playful :30 animation showcases Bent's ability to handle challenging projects with multiple angles - in this case developing an approachable spokes-character to deliver a serious environmental message and designing detailed, super-productive landscapes to create a humorous overtone.

Raw Materials stars Bob, goodhearted CG rabbit and expert on renewable resources.

He discusses the benefits of Tetra Pak's use of paper over plastic in its innovative food packaging as he travels through three landscapes.

During his journey, Bob compares paper's sustainable source (trees) to the merits of grain and wool.

He earnestly seeks to communicate the virtues of well-managed resources but has to contend his extremely abundant environment, which seems to have a mind of its own.

In order to find just the right person for the job, the Bent team undertook an in-depth creation process to discover how Bob ticks.

They began by writing a history including the rabbit's appearance, background, age, personality quirks, and interests.

The result was personable rabbit character inspired by Bob Newhart's "everyman vulnerability" with a dash of Kermit the Frog.