Novartis Thanksgiving Parade
A spoof TV news broadcast for Novartis, turning members of their own team into caricatured on air reporters covering their Thanksgiving Day Parade float, built to be watched, not sat through.
The Brief
Novartis wanted their annual Thanksgiving message to land differently. Rather than the usual format, a set of talking heads reading out the same seasonal update, the brief was to make something people would genuinely choose to watch, fun, lighthearted, and still recognisably from the real team.
What CUMI Created
CUMI turned a handful of key people from the Novartis team into caricatured versions of themselves, animated as TV reporters delivering up to the minute Thanksgiving messages live on air. Behind them, a full Thanksgiving Day Parade plays out in swing, floats and all, so each "report" reads as a genuine broadcast rather than a straight to camera address. Familiar faces and familiar voices, just reporting from the parade instead of sitting in front of a webcam.
Process & Approach
Each caricature started from a voice guide of the real person it was based on, recorded by the team themselves, the likeness and performance for every character were built around that actual voice rather than a generic read. From there each reporter was individually designed, illustrated and animated, then placed into the same broadcast style scene, with the parade itself animated in behind them as a moving backdrop rather than a static graphic.
Gallery
Credits
- Animation
- CUMI
- Client
- Novartis