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.

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

A step-by-step illustration of a bottle being shaken, broken, and a red object inside exploding in a burst of debris.
Family having outdoor picnic with food and drinks, two trees in background.
Illustration of a cooked whole fish garnished with herbs, lemon wedges, and cherry tomatoes.
Illustration of a submarine sandwich with meats, cheese, lettuce, tomato, and onions on a bun.
A cheeseburger with lettuce, tomato, cheese, hamburger patty, and a sesame seed bun, served with French fries and a bowl of mayonnaise.
Illustration of a skewer with grilled beef, vegetables, and sauce, garnished with mayonnaise and mustard.
A cartoon illustration of a person lying on their stomach, viewed from above, wearing an orange shirt.
Salad with cherry tomatoes, cubed cheese, sliced red onion, chopped tomato, and spinach leaves in a green bowl.
Illustration of a Kewpie Mayonnaise bottle on a background with red and gray colors.
A picnic table with a red and white checkered tablecloth. On the table, there is a bottle of Kewpie mayonnaise, bowls of various foods including sushi, fried chicken, a sandwich, and fruits, and some plates and chopsticks. Two trees are in the backgr
Any outdoor meal on a checkered red and white tablecloth with various dishes and a bottle of Kewpie mayonnaise in the center, including a bowl of salad, a sandwich, sushi, a plate of fried chicken, and other foods with two trees in the background.

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:

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.

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