La América

7Up “Sugar Free”

An increasing number of people are becoming aware of the amount of sugar contained in the products they consume.
To address this fact 7UP, together with La América agency and Lobo, decided to create an animated 2D movie showing an adventure in search of a better place: the Land of the Free of Sugar. The characters journey across a heaving, stormy sea of sugary soda in search of a new, healthier way of life. 
The idea was to create an epic film with touches of humor and surrealism, filled with cinematic moments. The animation style is classic 2D, blending the gorgeous backgrounds of Japanese Studio Ghibli’s movies and characters that echo the European feel of Moebius and Hergé.
Technically speaking, the animation was produced with an amalgam of 3D CGI resources, like with the camera moves, the boat and the island, and 2D elements such as the characters and ocean waves, together with digital effects that generate water drops, bubbles and other factors that contribute to the general ambience of the spot.

Stills & Concept Art

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Credits

Director
Diogo Khalil
Account Manager
Luiz Carlos Reis, Camila Carrieri
Producer
Larissa Zazula
Post Production Coordinators
Clara Morelli, Helena Jardim, Rosangela Gomes
Character Design
Alex Lins, Vencys Lao
Storyboard/Animatic
Bruno Tedesco
Concepts
Fernando Heynen, Márcio Guerra, Pedro Jones, Vencys Lao, Wilson Panassi, Alexandre Vinnci
Clean Up
Clean up Michel Venus, Thaís Uzan, André Dias, Chico Sanches, Julia Góes
2D Animation
Anderson Omori, Chan Tong, Henrique Lobato, Paulo Passaro, Johnny Bezerra, Gian Burani, Walter Santos, Marcos Félix, Bruno Tedesco, Francis Viveiros
3D Animation
Frederyco Martins, Ozani Ferreira
Rigging
Léo Cadaval
Composition
Maurício Reis, Julio Cesar Saez Moreno, Francisco Beraldo
3D Modeling
Frederyco Martins, Ozani Ferreira
Render
Rafael Braga, Maurício Trivelin
Simulation
Patrick Haraguti