Bear Naked Granola
Kellogg’s bought Bear Naked, the brand needed a relaunch, and everybody wanted to bring the bear to life. We tried the expensive way first, a fully photoreal CG bear, the works. Then someone said the name out loud. Bear. Naked. And the whole thing got a lot funnier and a lot cheaper.
They’re Naked. That’s the Whole Idea.
The bears live in the wild. The bears are naked. We saw no reason to overthink it. So we sent them out foraging with nothing but good timing and the local foliage, a branch here, a conveniently placed stump there, the occasional log doing heroic work. A nature documentary plays it completely straight, all hushed wonder and David Attenborough gravitas, as if we’d just stumbled on these majestic creatures minding their business. And the one moment the camera gets a little too curious? Censor bar. The pun had been sitting on the package for years. We were just the first ones reckless enough to take it all the way.
Then We Made the Granola Look Incredible
The bears get the laughs; the food gets the appetite. A natural granola brand has to look genuinely of-the-earth, so we built photoreal macro shots of the nuts, the honey, the clusters, and nestled them into real forest, on tree trunks, down in the leaves, like the granola grew there. Then we turned the illustrated bears loose in those photoreal worlds to forage it themselves. Cartoon characters, real woods, mouthwatering food, one seamless world where the bears get to be ridiculous and the product still makes you hungry.
