Chunky & Chewy

Chunky
& Chewy

Storyboard + Art Direction + Illustration

A girl traverses Peanut Land in a commercial that combines live action with animated backgrounds for Choco Mucho, a well-known local brand of chocolate, to introduce their new line of bars, Chunky & Chewy.

Project Background

The New Kid In Town

I was approached by Choco Mucho's team during the production stage to make director storyboards. Eventually, I was asked to take on the final background illustrations as well.

The brief was simple — they wanted to create a good name and product recall using product-heavy visuals. The solution was creating a whole entire world made out of chocolate and peanut.

The Process

For this project, I mostly worked directly with the director, JT Pandy.

It was a fun & very collaborative process.

Here's how everything went down!

Thumbnailing

Creating
Peanut World

We started by making rough sketches.

This was the part I had most fun with because it was collaborative + largely conceptual.

On the left: Our one-hour thumbnail session where we mapped out story sequence, concept, and camera angles.

Storyboarding

Refining
The Storyboard

I then refined the thumbnails into final, colored storyboards. Composition was vital to guide the production team once they shoot for live video.

A lot of the details from this storyboard were greatly helpful making the final compositions and a lot of its details ended up on the backgrounds.

Art Direction

Setting The Look

The director and I sent ideas and pegs to each other, creating a mood board to set the look and feel of the short. In the end, we agreed on graphic, textured illustrations that utilises a warm palette with a purple accent.

A lot of the illustrations drew from real life inspirations, one of them being the Canadian rockies (once the girl gets to the river clearing.)