In a great big world, dare to be little

In their new campaign for Tic Tac, Hue&Cry take you on an escapade that is equal parts fun, cute and outrageous.

Directed by Jeff Boddy, the “Little Adventures” campaign takes place in a great big world filled with oh-so-tiny protagonists. With each film, we follow along with an action-packed story full of barrel rides, outer-space exploration and much more.

Building upon the retro theme, which always seems to be a crowd pleaser, “Little Adventures” takes place in four unique, handmade sets: Ocean, Grand Canyon, Niagara Falls, and Mars. What I like so much about this campaign is its brazen approach to storytelling. Each film cuts from one medium to the next, from manicured miniature sets to found footage. The seams are exposed, it’s not perfect and, if anything, this mashup approach is what makes this campaign successful.

Be sure to head over to Jeff Boddy’s site to view some excellent BTS to get an inside look at both the pre and post-production of this campaign.





Client: Tic Tac

Agency: The Martin Agency
Chief Creative Officer: Joe Alexander
Group Creative Director: Danny Robinson
Associate Creative Director: John Szalay
Senior Designer: Todd Hippensteel
Copywriter II: Mark Habke
Executive Producer: Letitia Jacobs
Associate Producer: Emily Taylor
Junior Producer: Nicolette Steele
Senior Production Business Manager: Kelly Clow
Account Supervisor: Stephanie Brummell
Account Executive: Lauren Dushkoff
Project Manager: Hayley Soohoo
Business Affairs Supervisor: Suzanne Weiringo

Director: Jeff Boddy
Production Company: Hue&Cry
Creative Director: Magnus Hierta
Executive Producer: Joe Montalbano
Producer: Colleen Hopkins
Production Coordinator: Abbey Reddington
Storyboard Artist: Timo Prousalis
Assistant Editor: Andrea De Leon
Designer: Shannon Rollins
Motion Designers: Liam Ward, Andrea De Leon, Timo Prousalis

Miniature Dioramas: Nix + Gerber

Live-Action Shoot: The Branching
Executive Producer: Lucas Krost
Producer: Alexandra Krost
Director of Photography: Thomas Bingham
Production Coordinator: Adela Satrova
1st AC: Tony Summerlin
2nd AC: Jack Payne
Media Manager: Rex Teese
Gaffer: Chris Thompson
Key Grip: Mike Flinn
Swing: Patrick McLynn
Production Assistant: Alex Delarosa

Hand Model: Eric Rohnacher

Post-Production: Running With Scissors
Head of Production: Brian Creech
Executive Producer: Brett Alexander
Business Manager: Tracey Malkie
Lead Flame Artist: Chris Hagen
Editor: Danny Reedy
Assistant Editor: Brian Gregory
Colorist: Drew Neuhart
Flame Artist: Ashby Wratchford
Flame Assistant: Paul Wiederholt

Music & Sound Design: Tiny Lion

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About the author

Joe Donaldson

Joe Donaldson is a director, designer, and animator who worked on Motionograpgher from 2014-2020. Previously, he was an art director at Buck. Over the past decade, he's lived and worked in Chicago, New York City, and Los Angeles and has directed work for clients such as Apple, Google, Instagram, The New York Times, Unicef, Etsy, and The New Yorker. In addition to his creative work, in 2018 he started Holdframe. He's now working as a professor at Ringling College of Art and Design and when not teaching he can be found spending time with his family or out running.