Blur’s animation team worked on this campaign for a year, which included three months of pre-production and nine months of animation. Leo Santos directed the commercials and served as animation supervisor while Dan Rice worked as art
director/CG supervisor. “Each Goldfish character has a distinct personality, from exuberant to adventurous, and the animation really brought them to life. It was important that each could be expressive in close-up shots and they needed to talk and emote with believability. We worked very carefully on the character rigging, color and textures to give them a lifelike feel,” shared Santos.

"To help define the world in which these characters lived, we used a variety of editorial tricks to draw the audience into each adventure,” stated Rice. “Micro lens photography brought the audience up close and personal to the characters and building an entirely CG world gave us great flexibility. Color and light also helped drive the story throughout their journey. Rich textures, realistic materials and environments made the final sophisticated touches to give top-notch production value to the whole campaign."

Blur’s animation team is well versed in character animation, having completed multiple film, television, commercial and game projects. In the Goldfish spots, Autodesk Softimage was used for character animation and modeling; environments and effects were completed using Autodesk 3ds Max. NVIDIA’s mental ray was used to render the spots and bring in cinematic lighting effects.