For the Edeka juice brand albi, the campaign idea was to transform the product packaging into lively brand characters performing their own dance routine to a reinterpretation of the classic hit “I’ll Be There”.

Developed in collaboration with Jung von Matt, the concept focused on turning the five fruit juice packs into expressive characters that could communicate the brand’s joyful personality through music, choreography and animation.

The production required a highly specialized character animation pipeline. Together with the director and the animation team, we studied dance choreography and boyband performances to translate human movement and rhythm into believable character motion for the animated juice packs.

Music and timing played a crucial role throughout the production. Every movement, gesture and camera cut had to align perfectly with the rhythm of the track, making choreography and animation development closely intertwined.

As Animation Producer, I coordinated the entire animation and post-production process, working closely with the agency, the director and the internal animation department. The campaign expanded during production with additional formats and assets for TV, online, social media, POS and OOH placements.

The result was a highly successful character-driven campaign that resonated strongly with audiences and the client alike. The animated fruit characters became memorable brand ambassadors, and the project remains one of the most rewarding and collaborative productions I have been part of.