Convert & Jon Klassen: RBC Blue Water Project

This gentle spot for RBC’s Blue Water Project directed by The Ebeling’s Group’s Convert charms me with its earthy palette and restrained animation style. Each comp is well planned but not overly wrought, walking the line between minimalism and an easy-going gestural style for a blend that’s calm and approachable.

Big props to Jon Klassen, whose illustration style defined the aesthetic for the spot. He’s a perfect match for the message at hand. If you’re new to Klassen’s work, make sure to watch “An Eye for Annai” after you’ve checked out his illustration portfolio.


Director: Convert

Spot Length: :40

Spot Title: The RBC Blue Water Project – “This Much”

Agency
BBDO TORONTO
Producer | Megan Flett
Creative Director | Linda Carte
Copywriter | Rachel Abrams

Convert/The Ebeling Group (Production Co.)
Rich Scurry | Creative Director
Mick Ebeling | Executive Producer
Amy Fahl | Producer

Animation
Karolina Sobecka, Joshua Harvey and Rich Scurry

Design
Jon Klassen and Rich Scurry

Illustration
Jon Klassen

Tags: , ,

About the author

Justin Cone

/ justincone.com
Together with Carlos El Asmar, Justin co-founded Motionographer and F5. He currently lives in Austin, Texas with is wife, son and fluffball of a dog. Before taking on Motionographer full-time, Justin worked in various capacities at Psyop, NBC-Universal, Apple, Adobe and SCAD.

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  • oeuf

    Wow, so beautiful in so many ways.
    Jon Klassen is a favorite of mine, and the animators went above and beyond bringing his stuff to life. Kudos!

  • triangles

    I absolutely love this. the vo seems a bit low, or the music a bit high though. reminds me of eric carle’s illustrations.

  • blazer

    Super nice and classic. I love that almost 60’s cartoon modern style. So refreshing to see something a bit simple and not over the top.

  • Bryce

    Im in love with This Piece. Fantastic Work. Hate the end tag. But we have all been there with the client that is to married to their brand colors. Great work Guys. IN love. Bryce

    • yeah its all poetry, beauty, and then… ENDTAG!!!

      Wonderful spot, but its time for a director’s cut at the end.

  • Dulaney

    Really great illustration, animation and attention to detail. I really like it.

  • blazer

    yeah the endtag blows…. must be part of the larger RBC campaign. seen here