Jux Filmes, an animation and character creation boutique, was responsible for revamping Ri Happy’s famous mascot, Solzinho. The character, created by Mauricio de Sousa, in 1988, had undergone the last reformulation 10 years ago, and now gains a more modern and up-to-date visual identity, designed to generate a new connection with the brand’s audience, which has also been transformed in recent years. years old.
According to Marcello Laruccia, creative director of Jux Filmes, Solzinho is much more than a character, he has a whole philosophy, essence and personality behind the mascot. “Before thinking about any changes, we made a great immersion in the universe of Ri Happy, we visited the stores, talked with employees, everything to understand in depth all its characteristics”, explains Laruccia.
“The most important point for us was to humanize the character, make him closer to the consumer’s image, so that the child creates an identification and can imagine himself playing and being friends with Solzinho”, explains Laruccia. “For that, we made some significant changes, like transforming the crown that symbolized the sun in the character’s hair. In addition, we have updated the clothing and given special attention to the mascot’s sneakers, as we have found in our research that children are very interested in sneakers.”
Marcello Laruccia, a reference in the animation field and the name behind numerous characters, such as Sadia’s famous chicken and Bob’s Milk Shake mascot, was responsible for the creative direction of the reformulation of Solzinho. “We are delighted to create and produce this new version of such an iconic mascot. It is a great responsibility, even more so for being a creation of the genius that is Mauricio de Sousa”, completes Laruccia.
The project also had the participation of Luciano Augusto, creative supervisor, Kauê Asciuti, animator and Eduardo Hartard, production coordinator. Daniela Gouveia, head of new business at JUX Filmes, was responsible for winning the Ri Happy account.
animation market
According to the founder of Jux Filmes, the animation market is very hot. “Our DNA has always been focused on character development and animation for any platform, whether for TV, film or digital. In addition, we have projects for applications and games, areas that are growing a lot and with a lot of potential for the coming years”, he concludes.
Jux Filmes showed a growth of 25% in 2021 and predicts a similar movement for this year. Among the animation company’s main clients are Colégio e Cursos Objetivo, Grupo Souza Lima, Ri Happy, Trident (SAG2), Oreo (SAG2), Pernambucanas (Wunderman Thompson), Nestlé (FCB Health), among others.
DATASHEET
Marcello Laruccia : Director
Daniela Gouveia: Head of New Business
Luciano Augusto: Creative Supervisor
Kaue Asciuti: Animator
Eduardo Hartard : Production Coordinator
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