Imagine the classic car commercial. Now add some whimsy, a dash of storytelling, two cups of cel animation, and a host of unique features to spotlight — interior screens that connect to PlayStation, Sony-collaborated expert-level audio, exterior screens, and a little of this and that. That's the Afeela campaign. The car itself was eventually killed, but not before we made these engaging, fantastical spots.
The creative called for cel animation to bring the stylistic, whimsical touch that would elevate these spots above any other car commercial. But cel animation means a lot of hand-drawn work, so scaling the team and delegating well was essential. We built mini teams within teams, so that with everyone working at once, each person still had a clear lead to go to for feedback and approvals before moving to the next task.
This was a brand new product merging multiple teams on both our side and the client's, which made navigating the review and feedback pipeline critical, and also meant helping our client navigate the many voices in the room, too. Checking in after every review session to align notes became a must. We implemented internal check ins with leads to disseminate those notes, and kept detailed logs, recordings, and a solid spreadsheet to stay on track.