Wonderful Pistachios
NYC / PHILLY / DC
“Wonderful® Pistachios turned up the flavor with their cheeky new marketing campaign, THE DON’T HOLD BACK SNACK” The challenge? Create the brand’s first-ever 3D anamorphic billboard experience, kicking off in Times Square and expanding into Philadelphia and Washington, D.C., as part of a major national campaign.
Answering with a high-impact, larger-than-life animation that literally breaks through the screen. Hands smash through walls, scramble for snacks, and fight over a single pistachio in a surreal, animated showdown—almost even landing on Times Square. In the Wonderful® universe, hunger becomes slapstick spectacle, and nothing not even brick, steel, or physics can hold you back.
Each billboard was tailored to its location’s architecture and vantage points. In Times Square, the illusion had to work from both street-level and blocks away on a multi-screen corner build composed of five different formats. In Philadelphia, the experience wrapped across four digital facades, transforming the city center into a snack-fueled spectacle.
Credits:
Director: Mainwai Cheung
Creative Director: Joe Lawrence
Executive Producer: Mina Muto
Producer: Turner Poth
3D Production: Joe Lawrence, Akira Terabe, Iting Kao, Sagour Biswas
Lead Character Animator: Han Hu
My Role.
I was tasked with leading our team of animators and designers in creating a fun and witty story, while maximizing the 3D animorphic effect. My responsibilites included direction,lighting, texturing, animation and fx.
