Some projects push your creative limits. Others take flight—literally.
When Air Creebec approached us to produce a fast-paced, bilingual animated TV spot, we knew we had 15 seconds to make it count. Not just to inform but to connect. This wasn’t about showing a plane, it was about building a character, a story, and a sense of brand identity that would land with precision in both English and French.
Here’s how we helped turn geese into brand ambassadors and a vision into reality.
Script Tightening — Messaging That Moves Fast
That was our first challenge.
Air Creebec came to us with a strong concept. But with TV airtime constraints, every word needed purpose. We sharpened the dialogue, cutting filler and amping up clarity. Since Air Creebec is based in Quebec, both French and English versions had to feel native. Our team didn’t just translate; they localized, ensuring tone, nuance, and timing were spot on in both versions.
Storyboarding & Animatic — Prepping for Flight
Once the message was clear, it was time to sketch the journey.
We storyboarded every moment, framing the narrative with visual pacing in mind. Angles, transitions, and camera movement were planned to the second. Using temporary voiceovers, we timed out a full animatic in both languages, helping us (and the client) see how the rhythm would flow in motion.
Why it matters: Animatics de-risk production. They catch pacing problems before they become expensive edits later.
Asset Creation — Building the Goose (and Its World)
Aircraft Design
We modelled a stylized Dash 8, complete with interior and exterior details. To save time and keep accuracy high, we projected real photos from Air Creebec’s fleet onto the fuselage, then textured from there.
Character Development
You can’t animate what you don’t understand; so yes, we studied geese. From anatomical reference to stylized rigging, we created a custom 3D goose character with friendly, on-brand personality.
Animation — Giving It Life (and Lift)
Animation began with blockouts: rough versions of movement and action, designed to nail pacing and screen direction. Once the motion passed review, we layered on animation principles; squash and stretch, follow-through, anticipation to add bounce, charm, and believability.
Lighting — Setting Tone in Every Frame
Great lighting doesn’t just brighten a scene, it tells the story. For Air Creebec, we used warm rim lights to highlight curves, soft fills for mood, and directional lighting to subtly guide the eye across the screen.
Render & Compositing — Making It Real
Every frame of a 15-second 3D animation is a mini painting. Rendering hundreds of them with detail and depth requires time, power, and patience.
Once rendered, we brought it all together in compositing:
- Added soft cloud overlays for motion
- Inserted subtle film grain for warmth
- Synced final voiceovers, music, and SFX
- Closed with a crisp logo + bilingual slogan lockup
What We Solved Along the Way
Language Duality
We didn’t just translate, we adapted. The French version flows just as well as the English, preserving nuance, tone, and timing.
Speed + Clarity
With only 15 seconds, we focused the narrative through streamlined visuals and audio pacing.
Visual Identity
From custom character builds to branded environments, everything was made to feel unmistakably “Air Creebec.”
Project Outcomes
While the campaign is still in flight, early results are already pointing to success:
- Aired across Quebec broadcast networks
- Increased brand recall among target regions
- Positive sentiment from internal team and customers
Final Thought: Big Brand Feel, Short-Form Format
In just 15 seconds, this campaign delivered what many longer ads can’t: clarity, brand personality, and memorability. That’s the power of great storytelling paired with smart production.
Create your unfair advantage.
