BUCK 39 Special Group 171 Bonds Snoo-Zoo

  • Pou Auaha / Creative Director
    Gareth O'Brien
  • Ringatoi Matua / Design Director
    Kane Rowlingson
  • Client
    Special Group / Bonds

The eternal question: how do we get our kids to bed easier without using hypnosis? The answer, of course, is to make bedtime rituals fun and interactive.

We got noodling on an AR experience that would bring the cuddly creatures on Bond’s bedding to life.

Cat-napper, Dino-snore, and Zzzebra.

The first step for Bonds’ “SnooZoo” campaign was to design the characters. We knew they had to be a cute and friendly bunch so that kids were instantly charmed, which meant there was careful consideration about the details that went into each of them.

We were mindful of creating something that pushed all of Bonds’ buttons, not just the aesthetic ones. The goal was to design something visually appealing for all ages, but also a product that was carefully optimized to perform elegantly and smoothly on the chosen technology platform.

To achieve this, we had to limit the size of the app and the number of polygons we used. We designed characters out of simple, primitive shapes and used textures and patterns to add details.

We came up with the interactive AR concept as a fun way for kids to get involved in their own bedtime stories. The AR component allowed them to move freely around the bed encouraging active participation (and the burning of their remaining energy).

An AR project functions a little differently from your typical animation gig, so outlining clear roadmaps and visual representations of how the puzzle would fit together was vital. Knowing that the children would be operating the AR world and its characters meant that the final animations had to be tip-top from every angle.

Using creative technology as a conduit is an exciting way of expanding how a brand message can feel as well as look.