UPS / The Martin Agency
UPS Coco vs the Doubters
Anime2D AnimationCoco Gauff
UPS / The Martin Agency
Overview
For UPS and The Martin Agency, tennis champion Coco Gauff faces down a gang of cynical doubting critters in a film built like an authentic anime show, same techniques, same processes, same creative approach. The campaign positions UPS as the champion of small business owners, especially Gen Z ones: Coco and a trio of real-life young founders are turned into anime characters, defying their doubters on the court and in their businesses. A vertical cut and packaging carried the world beyond the film.
The result
UPS newsroom, Coco Gauff partnership announcement
$25,000
donated to Junior Achievement at launch
3
real Gen Z business owners drawn into the film as anime
Behind the work
The world of the film
Coco watches anime before and after matches, so the campaign built her one: character sheets, a cast, monsters for the doubt itself, painted print, and a shipping box that carries the artwork out into the world.
Coco, the character sheet
Sketch against final, in motion
The Doubters, designed
The cast
The serve, on fire
The stadium, painted for print
The box, in hand
The street, painted for print
The Express box, unfolded
The family
The launch
Debuted
July 9, 2024, ahead of the Paris Olympics
Campaign
UPS Be Unstoppable
The idea
Born from Coco’s pre-match anime ritual and her 2023 US Open speech
Beyond the film
Three Gen Z small businesses spotlighted, US$25,000 to Junior Achievement
Press
UPS Newsroom / BusinessWire / Yahoo Finance / Sportskeeda / Beyond Sport
Credits
Client
UPS
Agency
The Martin Agency
Creative team
Kevin Ragland / Brittany Lazaroff / Chaz Malloy / Landon Hall
Agency producer
Marjorie Fajardo
Agency still producer
Vanessa Griggs
Production company
LOBO
Directors
Mateus de Paula Santos / Ricardo Carelli
Animation director
Thierry Marchand
Managing partner
Luis Ribeiro
Executive producer
Susan Constantine
Executive producer, live action
Paul Amorese
Head of production
Marcelo Barbosa
1st AD
João Maurício Leonel
Director of photography
Pablo Berron
Still photographer
Mary Beth Koeth
Art director
Felipe Jornada
Line producer
Heather Semer
Producer
Paula Nobre
Stills producer
Otto Goldstone
Storyboard
Thierry Marchand / Marcelo Fahd / Rafael Fernandes
Post-production coordinator
Rosangela Gomes
Post-production producers
Eduardo Silva / Ricardo Vaz
Editor
Pedro Falcone
CG supervisor
Marcel Fukuwara
CG coordinators
Marisa Ditleff / Ana Mendes
Modeling
Marcel Tsuruda
Rigging
Rafael Dias
CG animation
Larissa Paz
Lighting and render
Rafael Migliorini
Digital matte painting
Ricardo Riamonde
Compositing
Leandro Pena
Rotoscope
Gassan Abdouni / Leandro Pena
Concept art
Debora Matsuda / Will Panassi / Rafael Fernandes / Marcelo Fahd / Thierry Marchand / João Capoulade / Rômulo de Oliveira / Felipe Jornada
2D character design
Rafael Fernandes / Debora Matsuda
2D backgrounds
João Capoulade / Rômulo de Oliveira / Felipe Jornada
2D animation supervisor
Thiago Martins
2D animation
Bruno Tedesco / Gabrielle Paparelli / Anderson Omori / Karen Tiemi / Francis Viveiros / Gian Burani / JP André / André San / Velto Animadeiro
2D compositing and motion graphics
Marcos Rigobello / Maurício Reis / Bruno Ronzani
Stills composition
Felipe Jornada / Rafael Fernandes
Colour grading
Royal Muster / Roslyn Di Sisto
Ingest, conform and delivery
Marco Antonio Tavares Alves / Fabio Augusto / Isabela Balbo
Music
Gimme Butter
More work
