Mars Temptations: Scaredy Cat

Halloween is a time for tricks or treats, but cats get neither – a situation adam&eveDDB is remedying with a new campaign for Mars Temptations, the world’s most irresistible cat treat. At the heart of the campaign is "Scaredy Cat", the world's first horror movie for cats. The four-minute animation is by Zombie Studio, which has created films for Gorillaz and Moby's latest music video "My only love". Production is through BlinkInk. A miniature set was built using more than 400 handcrafted miniature props to dress the different scenes. All pieces were drawn and executed using a mixture of technics, with some sculpted by hand, while others were made with 3D printers and then hand painted. More than 100 people have worked for 14 weeks in production, from the storyboard to the shooting day. Most of the shots were without the use of post-production. The first scene of the film, for example, was captured in a single shot, with everything in camera, including the rain. For the cat, the team chose a CGI approach, to capture the fluid movements and natural expressions of real cats. The fur of the cat was specially designed to work at a small scale, to fit better with the miniature sets. In addition, the Temptations brand worked with the Waltham Petcare Science Institute to enhance the movie with specific sound frequencies that will capture cats’ attention, making this a motion picture truly designed for cats. The film will run online following a blockbuster movie release-style campaign launch complete with three illustrated movie posters, trailers, sneak peaks, influencer reviews and an IMDB partnership supporting core film assets and special edition products. As well as paid media and film partnerships, there will be influencer, PR and social activity. In addition to 'Scaredy Cat', adam&eveDDB has created a series of product films to support the launch of the new Temptations Creepy Catnip flavour.