TSF X CUBITTS: LIVE SHAMELESSLY
The Shameless Fund asked us to help them with a special project:
Launching their new brand collaboration with glasses-maker Cubitts.
The spectacles in question, called the Loomis, would donate 50% of their asking price to LGBTQ charities.
Great glasses, great people, great cause. We jumped in.
STORY
For this ridiculously fun project Rascal worked with actor Jonathan Bailey and his charity The Shameless Fund. The goal: to launch the Loomis frames, their new collaboration with eyewear brand Cubitts.
Jonathan Bailey is famous. Hollywood blockbuster famous. And he uses that fame to give back. He does this through The Shameless Fund, an organisation he founded to support LGBTQ causes via brand collaboration. The first big collab TSF did was with fashion giant Loewe. The second was this. Needless to say we were excited.
In the early stages of concepting we talked at length about the Loomis model — a pair of (literal) rose-tinted glasses that we felt might nchor a product-centric spot. But then Jonathan entered the chat in a big way… bringing a reference that changed everything.
The reference in question was a dancing mechanical sunflower — the kind that adorned offices and bedrooms throughout the nineties. To Jonathan these sunflowers symbolised the vibe of the collaboration — bold, kitsch, nostalgic, full of energy and colour. We felt we could work this reference into a group of characters that would dance the night away and grab attention for the brands. So we started designing.
We designed, built and animated our hero sunflower in Blender, allowing us to create a clean, fully-flexible character with a realistic fabric texture. We then built multiple variants to create the wider dancefloor crew. We wrote the crew into a simple story where donning the Loomis glasses allowed them to dance shamelessly. Then we animated that story. The result stands before you. The sunflower crew were used by both TSF and Cubitts to launch their collaboration online. They debuted to much praise on social media (and a truly startling amount of people asking where they could buy the ‘sunflower toys’.) A lovely project for a lovely cause.
