Clif made a name for themselves selling energy bars made to be eaten while hiking or after a workout. Clif Thins was a departure, meant to be a product that tastes indulgent but doesn't come with the health hit like a lot of other products in the snacking space.
The distinct form factor and health stats led to a world designed around the theme, Light as Air.
Since the bars themselves were still being developed, we opted to create 3D models of the bars for use in our videos rather than photographing them, just in case we needed the flexibility to change their look later on.
For the launch of Clif Thins, the final deliverables were just the tip of the iceberg. In order to get there, we needed to lay lots of groundwork first.
We started by creating 3D models of each flavor bar. Then we used those models to create a hero product video, website page marquees for the Clif Thins homepage and e-commerce landing pages, and a series of short social videos.
The regional launch of Clif Thins was a success. When they decided to expand the product’s availability nationally, both the bars and wrappers looked different enough from those in our initial campaign to warrant modifying the 3D assets to more closely match the final look.
This was when we breathed a sigh of relief having opted to create the assets in 3D rather than actually photographing them. Thankfully, all that was needed was to modify the existing models and replace them in our working files.
