Reese’s YESSSSSS! | SUpER BOWL LVIII SPOT

We’re thrilled to showcase our latest project, the Reese’s Super Bowl LVIII ad. Collaborating with the creative powerhouses at Golden Child and Erich and Kallman was an absolute honor. Our task? To bring to life Reese’s Peanut Butter Cups in a whole new way—through cutting-edge procedural technology and captivating gooey caramel simulations. Traditionally, Reese’s has relied on product photography, which, while effective, comes with its set of limitations. By transitioning to computer-generated imagery, we crafted a versatile and fully art-directable CG version of their iconic peanut butter cups, offering unparalleled flexibility and creative freedom.

Building the Reese’s Chocolate Cup

One of the most exhilarating challenges of this project was reimagining the iconic Reese’s Peanut Butter Cup using an entirely procedural system. This marked the first instance of Reese’s USA harnessing CGI for an advertisement, setting a high standard for photorealism. We developed a dynamic system granting meticulous control over every aspect of the cup—from the distinctive bite mark to the precise cracks and delicate shavings on the chocolate’s edges. Moreover, our system accommodates an unlimited variety of shapes, equipping us with a versatile toolset to craft everything from the classic cups to the larger sizes, as well as Reese’s delightful seasonal variants.

Making Caramel Deliciously Gooey

In traditional cinematography, managing and art-directing fluids poses one of the most arduous and time-consuming challenges during a practical shoot. This project truly stretched the technical and creative capabilities of our team as we crafted a photorealistic caramel simulation that could be fully art-directed, molding the caramel precisely to the director’s and client’s visions. Furthermore, we pioneered new techniques to infuse a tactile quality into the fluid simulations, adding an unprecedented level of realism to the animations.

Making Caramel Deliciously Gooey

In traditional cinematography, managing and art-directing fluids poses one of the most arduous and time-consuming challenges during a practical shoot. This project truly stretched the technical and creative capabilities of our team as we crafted a photorealistic caramel simulation that could be fully art-directed, molding the caramel precisely to the director’s and client’s visions. Furthermore, we pioneered new techniques to infuse a tactile quality into the fluid simulations, adding an unprecedented level of realism to the animations.