The Superfad creative team employed much close scrutiny of inflated rubbers, and careful study of animals 'at it', during extremely thorough pre-production. We quickly figured out that timing was everything. Giving each little joke time to breathe (and squeak) was essential to the humour. We played with this early on with a rough 2D animatic. From there the 3D department, compositor and sound designers took the production quality to a whole new level, adding little jokes along the way. Originally commissioned for the US market, the campaign quickly went global, earning the Durex brand and its safe sex message over three million hits within two weeks of its release.
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