Insmed: Unbreakable Bunny

The agency Area 23 and Roof Studio create this ad animated for INSMED, a global biopharmaceutical company. The spot named “Unbreakable” is about a bunny finds a break in her stitching at the toy factory.

When Barbara the Bunny begins to persistently cough, “Quality Control” at the toy factory labels her “defective,” and so her search for treatment begins. She goes from shop to shop to no avail, until she discovers a loose string of yarn that takes her on a magical journey across town and into the arms of a toy repair shop owner.

The closing shot embraces the loving architecture of the village and ties the whole story together, as we see our little pigeon that bore witness to Barbara’s struggle at the beginning of the story is perched atop the roof of the toy repair shop.”

AGENCY
AREA 23

CLIENT
INSMED

DIRECTOR
ROOF STUDIO

CREATIVE DIRECTORS
Guto Terni, Vinicius Costa, Lucas Camargo

EXECUTIVE PRODUCER
Marcus Lansdell

HEAD OF PRODUCTION
Vanderlei Santana

3D LEAD
Heber Conde

PROP DESIGN
Vinicius Costa

ENVIRONMENT DESIGN
Vinicius Costa, Guto terni

CHARACTER DESIGN
Lucas Camargo

CHARATER EXPLORATIONS
Lucas Camargo, Victor El Guy

CAMERA LAYOUT
Heber Conde, Guto Terni

ANIMATION LEAD
Bruno Celegao Monteiro

ANIMATION
Alex Ferreira, Andrea Delfino, Bruna Berford, Bruno Santos, Christian Weckl, Daniel Oliveira, Emerson Manfrin, Francisco Catão, Hannry Pschera, Jesiel Almeida, Jonathan Edward, Jorge Zagatto, Leonardo Felix, Leonidas Maciel, Marcio Nicolosi, Matheus Caetano, Rodrigo Dutra

STORY BOARD
Estevao Chromiec

STORY LEAD
Guto Terni

MODELING
Steferson Rocha, Carolina Avelino, Lincoln Horita, Gean Carlos, Geison Araujo, Roberto Fernandes

RIGGING
Danilo Pinheiro

LOOK DEV LEAD
Gustavo Rangel

LOOK DEV
Mateus Kurzhals, Josemar Queiroz, Rafael Chies, Camilo Franco, Lucas Camargo, Guto Terni, Vinicius Costa, Renato Braz

FUR
Lucas Camargo, Hasan Tawfiq, Rouhollah Toghyani.

3D LIGHTING / RENDERING
Guto Terni, Gustavo Rangel, Rafael Chies, Lucas Camargo

SIMULATION
Heber Conde, Lucas Camargo, Alejandro Echeverry

COMPOSITING
Guto Terni

PIPELINE
Rosenio Pinto