Welch's Fruit Snacks: Animation & Character Design

  • Welch's Fruit Snacks
    Character Designs & Commercial Animations
    Agency - AMP Agency  ✦  Client - Welch Foods Inc.
    Illustration - Kirk! Wallace  ✦  Animation - Latham Arnott  ✦  Sound - Jeff Guerra
    I was asked to help with some character design, art direction, and animation for the Welch's Fruit Snack line of fruit chews as they updated their product line and introduced some new snacks.
  • Six characters with 1 alternative to the yogurt dipped cherry chew. (undipped / dipped)
  • Animation
  • FSI for back to school. "Fruit comes first!"
  • Character development. I actually went back and did the top row _after_ doing the bottom. I was worried I was getting too detail oriented and wanted to make sure I still had strong simple character shapes so did above for test / check.

  • Process
    We took the art direction as well as directing these little spot animations highlighting the fun of these new snacks' arrival. Below are the quick storyboards, rough artwork, and final keyframes.

  • Fruit Roll 15s
  • Rough sketched storyboard
  • First art style / direction
  • Fruit and Yogurt 05s
  • Extras
  • Frame by Frame effects for yogurt
  • Halloween FSI
  • Additional props