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A passion for character animation, coupled with Luma’s long term involvement in this industry, led Promasidor, a multi-national food manufacturer, to recently engage with the Johannesburg based studio to facilitate the production of a 45 second television commercial (TVC) for its Cowbell brand.
Aimed at the African market, Promasidor, whose range of milk powders, food enhancement products and beverages is available in over 25 African countries, needed to communicate the benefits of Cowbell’s new booster formula, “Vitarich” and emphasise the importance of its nutritional qualities.

Cowbell, a fat-filled milk sold in small affordable sachets across Africa, is based on a family of animated characters, with the manufacturer wanting to take their animation to the next level and better the design quality of characters.
The project brief called for a combination of both animation and live action, with Luma providing a complete solution, driving creative thinking and animation while partnering with Reel Edge films to produce the live action shoot.
“Known for their ability to produce high quality work made partnering with Luma an obvious choice,” says Mike Pollecutt, Head of Radio and Television for Promasidor.

Drawing on the expertise of a 20 strong team with skills ranging from directors, 3D artists, producers and compositors to keying, rotoscoping and concept concept artists; Luma created a character animation and fantasy world that appealed to a younger audience.

Watch TVC Below:

The commercial sees a Ghanaian boy enjoying just a little too much of Cowbell powdered milk before missing his school bus. No sooner has the bus left when a billboard alongside him featuring the Cowbell character in his favourite racing car, comes alive, with the Cowbell character inviting him to jump in and hitch a ride. On a starting grid of a racetrack, the lights go off and they head off along a brightly coloured racing circuit. They continue past five letters placed along the race track that represent the five vitamins known as “Vitarich”. They win the race and the boy is magically transported to school and arrives before the school bus does, illustrating how Cowbell with “Vitarich” puts you on the fast track.

“A fun and enjoyable project, but not without its challenges,” says Gerhard Painter, Creative Partner for Luma. To stay within cost and time constraints the entire TVC needed to be shot in one day, with heavy rains predicted for the entire week the shoot had been scheduled.  “We opted to film location shots early, before the rain set in, leaving the studio shots for later in the day,” says Painter.  “This enabled us to stay within budget and meet our deadline,” he adds.

“Luma’s ability to bring characters to life and their reputation for producing excellent 3D did not disappoint,” says Pollecutt.  “They were able to interpret our original brief, adding an edge of excitement and bringing life to our commercial.  This enabled us to communicate the nutritional benefits of Cowbell’s “Vitarich” in a youthful and catching way that speaks to our audience,” he adds.

The Cowbell TVC, well received in target markets and currently airing in Ghana, will soon be flighted across other West African countries.



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