Aqua Blocks is a children’s water toy that is based around the concept of connecting tubes, pipes, and blocks in different ways to trigger a sprinkler. As part of their product launch, they contracted us to create a commercial campaign.
I was responsible for creating the 3D animated cutaway in this ad and did so using Blender and After Effects. They wanted to use this segment as an opportunity to push the idea of being able to create infinite layout designs. The introduction to it is done through a series of real blocks falling from the air that “splash” cut into CG blocks which land into one possible arrangement. The motion between poses is veryyyy over the top, bouncy, and snappy to really exaggerate the playfulness of the product. We complete the falling block motion to outro back to live action.
Visual Development
Shown below are the graphic treatments that I created as part of our pitch materials for the client. I used their existing brand and things like the product packaging to create a look for on-screen graphics. The simple shapes came from a desire to give it a child-like feel while also referencing the different shapes the toy blocks were made in. The final execution of these graphics was completed by our other motion designer as I was tasked with devoting my efforts to creating the 3D cutaway.
3D Development
The client really wanted there to be a moment of pure animation somewhere in the ad to capture the attention of kids watching it. I created two potential treatments that focused on different aspects of the play experience. The first was based on the idea that the toy could be put together in endless combinations. It featured multiple arrangements with quick moves between each. The second was focused on the anticipation aspect of your block layout triggering the sprinkler at the end. It visualized the journey from hose nozzle through the network of tubes and blocks and then out into the real world.
