Pyrex ‘Cooking Solved’

CRAMER-KRASSELT/MILWAUKEE

A hand-drawn line brings a personal touch to stories of Pyrex's kitchen innovations in this five-spot campaign directed by Motion Theory's Mark Kudsi. 

Seeking to echo the clever simplicity of a new line of Pyrex products, Motion Theory's Mark Kudsi teamed with ad agency Cramer-Krasselt/Milwaukee to create a five-spot launch campaign. Each spot centers on an everyday situation: a kitchen problem familiar to anyone who cooks. Each solution comes in the form of a new Pyrex product, revealed through a visual journey combining elegant line drawings, fluid animation, graceful hand choreography and dynamic live action. The campaign style connotes brainstorming and engineering, combined with the personal touch of sketched lines.  The illustration style grows as each story unfolds, existing somewhere between 2D and 3D - infusing hand-drawn illustrations with 3D depth and texture, and incorporating surprising transitions and perspective shifts in the animation. The solid black pencil line begins as a single line drawn by a visible hand, then soon draws itself away from the pencil, intelligently knowing where to go in order to tell the story and solve the dilemma. Kudsi worked closely with Motion Theory Art Director Robin Resella and CG Supervisor Danny Zobrist to finish the campaign (which also included print and website components), that effortlessly reflects the simple genius of Pyrex’s innovations.