Case study - Kewpie x SweetSpot Media
Producer, 2D Animator, and Art Director
Project Overview:
Develop a high-quality motion graphics campaign for Kewpie Mayo, inspired by the Quicksilver (QS) ad style but adapted to fit the Kewpie brand’s identity. The primary goal was to create a visually engaging, fluid animation that highlighted Kewpie’s product in a way that felt smooth, creamy, and distinct from QS’s particle assembly style.
Kewpie Mayo
Key Challenges:
Translating QS’s visual approach into something more fluid and organic for Kewpie.
Ensuring seamless liquid-like transitions that mimic the smooth, creamy texture of mayo.
Managing a tight weekly review schedule with multiple internal and client-facing deadlines.
Storyboarding: Created a clear visual roadmap ensuring transitions were cohesive and engaging.
Style Frames: Developed initial concept designs focusing on Kewpie’s brand aesthetic. Clean and clear.
Animatics: Built early motion tests to refine pacing and movement before final animation.
Production Process
Directed an awesome 3D artists, Ryan Hoog to ensure the visuals aligned with the intended narrative and style.
We went through alot of motion test before Ryan matched the QS style
Created 2d frames, so Ryan could match.
Ensured that liquid simulations and physics felt natural, reflecting the creamy consistency of Kewpie Mayo.
3D Art Direction
Problem:
During early animation tests, the liquid-inspired transitions felt too abstract and lacked a sense of direction, making it difficult to guide the viewer’s eye smoothly between key moments. The fluid effects, while visually interesting, created distractions rather than enhancing the storytelling.
Solution:
Refined Transition Logic: Instead of using generic liquid simulations, I worked closely with the 3d artist to develop transitions that had intentional movement, flowing naturally from one scene to the next while maintaining focus on key visuals.
Stylized Motion Paths: Instead of fully organic liquid simulations, we incorporated controlled morphing shapes that mimicked the texture and movement of mayonnaise while ensuring smooth readability.
Iterative Testing: Conducted multiple rounds of animatics to fine-tune how elements moved between shots, ensuring a balance between artistic fluidity and clear messaging.
When we started creating these characters we really fixated on what a blended Japanese American family would look like.
Tools Used: Primarily Adobe After Effects for motion design, with Illustrator for vector graphics and Photoshop for additional assets.
2D Animation
“Michelle expertly led an animation project for us, navigating a challenging budget and timeline with precision and creativity. Michelle delivered the project on time, within budget, and exceeded expectations—all while approaching every challenge with humility and grace. We were thrilled with the results, our clients were thrilled, and I have no doubt you will be too if you’re fortunate enough to work with her.”
Matthew Coates
-SweetSpot Media
Team Members:
Creative Direction/2d Animator: Michelle Garcia
Producer: Michelle/Ryan
3d Animator/Designer/Editor: Ryan Hoog
Scriptwriting: Kewpie’s USA team + Japan team
Client: Sweet Spot Media- Kewpie