Near North Side, Illinois
657 W Ohio St
Chicago, IL 60654
(312) 243-3433

Creative Animation Studio Calabash Teams With Leo Burnett On Wild New Nintendo 3DS Ad For Videogame Yo-Kai Watch January 7, 2016

Near North Side, Chicago
Creative Animation Studio Calabash Teams With Leo Burnett On Wild New Nintendo 3DS Ad For Videogame Yo-Kai Watch, Chicago, Illinois

What does an overly competitive mom and uncontrollably flatulent boy have in common? Both are featured in the bizarre scenarios brought to animated life by Calabash, the animation studio led by Creative Director Wayne Brejcha and Executive Producer Sean Henry, in the wacky new spot for Nintendo’s 3DS game Yo-Kai Watch created by agency Leo Burnett, Chicago.

Entitled “In Your Face,” the ad has been viewed close to 2 million times on Nintendo’s YouTube channel.

“The client wanted the animation to be both funny, attention-grabbing and authentic to the original Japanese animated TV show,” Brejcha says. “How our animation integrates with the live action is more inventive and complex than one might expect, so there was a great deal experimentation involved as we explored different ideas.”

The spot presents two seemingly normal scenarios, but then adds a ‘Yo-Kai’ spirit (character) to the mix, causing havoc. In one scene, a mom playing friendly game of basketball with her kids suddenly turns ultra-competitive as the spirit of Blazion, represented by a crazed, distinctly "anime” face, overtakes her. In another , a boy in an elevator becomes uncontrollably flatulent after a pretty girl enters (represented by a wave of animated green smoke and a sweaty, embarrassed face) thanks to the Yo-Kai spirit Cheeksqueek.

For Henry, the biggest challenge was coming up with ideas and designs that would translate in the context of the spot, but also stay true to the Yo-Kai brand.

“Japanese animation uses well-established conventions, but it can also be extremely inventive,” Henry notes. “We had a considerable amount of creative freedom, but always measured against the animated show and a vast wealth of other anime examples to keep it authentic."

About Calabash:

Led by Creative Director Wayne Brejcha and Executive Producer Sean Henry, Calabash is the Chicago, IL-based animation production studio known for its award-winning animation for the advertising and entertainment industries. Calabash Animation is perhaps best known for their creative character animation and development of some of America’s most beloved brand icons. In addition to it advertising working, the company has also produced several acclaimed short films, including ‘’Stubble Trouble,’’ which was nominated for an Academy Award in 2002.

Web Resources:

Click here to watch the Nintendo 3DS Yo-Kai Watch spot “In Your Face”

Click here for more info about Calabash:

Creative Credits:

Client: Nintendo/Yo-Kai Watch videogame

Project: “In Your Face” (:30)

Agency: Leo Burnett, Chicago, IL

Animation: Calabash, Chicago, IL

Creative Director: Wayne Brejcha

Executive Producer: Sean Henry

Other Announcements, Events and Deals from Calabash Animation Inc
Chicago Animation Studio Explains How Visual Effects (VFX) Illustrate the Impossible, Chicago, Illinois
Since 1985, Calabash Animation has developed a well-earned reputation for creating high-quality animation and graphic design for television, film, advertising, video games, and more
Calabash Animation Teams With Nickelodeon For K.C. Penguin Project , Chicago, Illinois
Recently, the character animation experts at Calabash in Chicago, IL, got together with Nickelodeon Creative Advertising to put their spin on K.C. Penguin, the brand icon for Kid more
Calabash Animation Studio Explains How They Use Both 2D And 3D Techniques, Chicago, Illinois
Chicago-based Calabash Animation has been creating inventive narrative animations for the commercial and entertainment industries since 1985. They’ve seen the technology of more
Calabash Animation Studio Gets Creative With Sand-mation, Chicago, Illinois
Few toys are as unusual and imaginative as Spin Master’s Kinetic Sand, which entices kids to be hands-on as they turn sand into magical creations that are as fun to squash as they more