Lightborne Designs & Animates New Campaign for Hasbro

Lightborne, a production and design collective, recently wrapped a campaign to promote the latest interactive music toys from the Hasbro Tiger Electronics division: I-DOG, I-CAT and I-FISH.

Using a fusion of graphic design and animation, Lightborne worked closely with ad agency Wondergroup to make these robotic "pets" come to life.

The spots for I-DOG, I-CAT and I-FISH showcase the toys' unique abilities to plug into any portable MP3 player or listen to any type of stereo system, and move and groove to the music.

Their mood changes with the music they hear, displaying different colored LEDs and expressive movements.

During the spots dynamic graphics and colorful dots interact with the electronic pets, which are set against a white background.

The commercials conclude with the catchy and very fitting taglines, "Cat scratchin' the beat," "Beggin' for the beat," and "Swimmin' in waves of music."

The goal with the campaign was to introduce the new toys and show their personalities in an energetic manner.

Lightborne was responsible for executing the entire process from production to post (save the voiceover).

This included storyboards, animatics, live-action shoot, editorial, animation, color correction and supervising the music with composer Blazing Lazer.