California Milk Processor Board

Information / Credits

Psyop Creative Director Marco Spier on CMPB Legends 2 Sad Princess & Medusa Milk and PMS, who knew. What were your initial reactions to the boards? Sad Princess and Medusa are your typical fairy tales. Fairy tales commonly attract young children since they easily understand the archetypal characters in the story. And in this case, we created these fairy tales for a mass audience. When telling a story in less than 30 seconds, it is good to have a story and metaphors that is easy to get. Our stories follow the same fairy tale formula: a princess finds a savior to love and has a happily ever after ending. Our little sad princess, she is saved. Thank god for the brave prince because he is able to break the monthly curse and tame unruly hair by bringing her the Holy Grail that is the "product" (ahh advertising). Anyway, this is a very stereotypical theme in which we are telling the story and the romantic, painterly style pushes the idea even further. We are staying true to the format of fairyt ales and even had the narrator to help guide the audience along. We had a great time coming up with the characters and the look for these Fairy tales. The stories told by the narrator surprises you at the end by presenting you with the fact that milk reduces the symptoms of PMS and can make your hair healthy, which gives the classic fairytale an unexpected contemporary twist... In Sad Princess, tell me about why you chose to illustrate her emotions as a destructive sea? We had a lot of fun coming up with the possibilities of her wrath. And thinking about how to transition from her tender little tear drop-into wreaking havoc on the town's men, before turning into a tumultuous ocean, in a legendary storm, all in 2.3 seconds.

Client: California Milk Processor Board Agency: Grupo Gallegos Chief Creative Director: Favio Ucedo Group Creative Director: Juan Oubi񡍊Associate Creative Director: Saul Escobar Associate Creative Director: Curro Chozas Copywriter: Edgar Hernandez Agency Producer: Carlos Barciela Account Director: Caro DAntuono Director: Psyop Psyop Creative Directors: Marie Hyon, Marco Spier Design Director: Haejin Cho Executive Producer: Lucia Grillo Producer: Michael Neithardt Assistant Producer: Tarun Charaipotra Lead 3D Artist: Christian Bach 3D Artists: Florian Witzel Jacob Slutsky Ted Kotsaftis Jimmy Gass Todd Akita Jae Ham David Barosin Alvin Bae Tony Jung Dan Fine Rie Ito Jeff Lopez Xuan Seifert Jonah Friedman Jason Vega Genessa Chamberlain 3D Animators: Jason Goodman Michael Shin Alejandro Castro After Effects: Jason Conradt Ted Kotsaftis Fred Kim Designers: Gordon Waltho Anh Vu Pete Sickbert-Bennett Jungeun Jaye Kim Storyboard Artist: Ben Chan Software Developer: Andreas Gebhardt Music: Nylon Studios Sound Mix: AZ Los Angeles Sound Engineer: Gonzalo Ugartec